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CHICAGO BBDO and GlobalHue position Dodge Durango as more powerful and comfortable and Jeep as more durable than their competitors in separate campaigns for the two DaimlerChrysler nameplates.
The Durango ads, which break during CBS’s National Football League telecasts on Oct. 26, introduce two characters and a new tagline, “Big size. Smooth ride. Hemi power.” The first television spot, called “Debate,” introduces the characters of Joe and Liz, who will appear throughout the campaign. In the spot, the two say they have each done separate research on which SUV is more comfortable or capable for their needs.
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