Dodge and Aerosmith Team Up

Dodge has enlisted rock warhorse Aerosmith as a promotional partner for its 2002 Ram campaign, which bows Monday on ABC’s NFL Monday Night Football.

Two 30-second television ad spots with a new tag, “Take life by the horns,” will run during Monday night’s game, while the print campaign is scheduled to hit stands at the same time, along with poster-sized inserts in USA Today. PentaMark Worldwide, Troy, Mich., is handling the account.

Dodge is a sponsor of Aerosmith’s current tour, “Just Push Play”, and the company is producing a limited number of Aerosmith-branded Dodge Rams. Next year, Aerosmith will also perform a private concert for a number of consumers who have purchased the new Ram, said Patrick Meyer, president of Tempus Fusion, the Westport, Conn.-based market research and strategy firm handling Dodge’s episodic plan.

One of the ads, “Reflections”, has been substantially altered following the terrorist attacks of September 11. The ad depicts the 2002 Ram pickup charging across a desert landscape toward “Truckville,” a fictional metropolis of which the Ram is mayor.

In the original version, the truck was tailed by a jet aircraft that goes vertical when the truck drives through the gates of the city. The plane climbs into the sky as the truck fishtails to a stop in front of city hall. A company representative said the plane has been removed from the spot.