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BBDO in Detroit and GlobalHue in Southfield, Mich., position Dodge Durango as more powerful and comfortable than rivals in a campaign that broke Sunday. The ad introduces a couple, Joe and Liz, who agree the Durango has the capabilities he wants and the comfort she’s looking for. The new tagline is, “Big size. Smooth ride. Hemi power.” Three general-market and two multicultural spots follow on Nov. 15. Two Jeep ads that also broke last weekend from Omnicom’s BBDO and IPG’s GlobalHue tout the Trail Rated badge on all ’04 models, signifying that the cars are built to perform under various challenging conditions.
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