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Ad of the Day: Dodge

The brand hides three Journey crossovers across America. You find one, you keep it

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As we've noted before, plenty of ad campaigns these days take a stand against the Internet and all things virtual—and admonish you to get outside already and have an authentic real-world experience. Dodge joins that group with this new effort from Wieden + Kennedy. Yet it doesn't just pay lip service to the idea of finding value in the great outdoors. If you leave your house and explore a little, you might find a car you can keep for free.

The videos below introduce the contest and explain the rules. Dodge has hidden three Journey crossovers across America—one each in the West, Midwest and East. You find one, you win it. Subsequent TV spots, breaking on Sept. 10, Sept. 16 and Sept. 23, will reveal details on where each of the vehicles is headed and where it can be found. There will be clues in nearly every frame of each commercial about the vehicles' ultimate destination.

In the launch spot, in his familiar disdainful deadpan voiceover, Dexter's Michael C. Hall refers to the Journey family crossover as the "search engine for the real world." But of course, even with its love of the great outdoors, Dodge doesn't hate the Internet entirely. There's a big online component to this campaign. At YouTube.com/Dodge, you can watch more videos as well as a 24/7 live camera feed of the hidden vehicles, all of which will reveal additional clues. A partly Internet-based scavenger hunt about how you should get off the Internet? It's a little absurd. But then, auto brands have more of a right than most to be anti-Web, even if they employ it as a necessary evil.

Otherwise, the contest should be fun and engaging, and was presumably relatively cheap to pull off. "All you have to do is get out there," says Hall. So, close this Web page and get the hell out of Dodge.





CREDITS:
Client: Dodge
Project: "Search Engine for the Real World"

TV SPOT
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Aaron Allen, Joe Staples, Michael Tabtabai
Copywriters: Greg Rutter/Casey Hall
Art Directors: Mike Giepert/Beth Fujiura 
Executive Producer: Corey Bartha
Agency Producer: Aime Graham
Account Team: Thomas Harvey, Lani Reichenbach, David Newsome, Randy Ortiz
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Agency Executive Producer: Ben Grylewicz
Production Company: Biscuit
Director: Steve Rogers
Executive Producer: Holly Vega
Director of Photography: Toby Irwin
Editorial Company: Joint
Editor: Tommy Harden
Post Producer: Ryan Shanholtzer
Post Executive Producer: Patty Brebner
VFX/Online Company: Method Studios
Lead Artist/Online Editor: Aidan Thomas
Executive Producer: Robert Owens
Producer: Colin Clarry
Composer/Artist: John Fahey
Song: "Dance of the Inhabitants of the Invisible City of Bladensburg" from the album Yellow Princess
Mix Company: Lime Studios
Mixer: Loren Silber

INTERACTIVE + VIRAL VIDEO
Agency: Wieden + Kennedy, Portland, Ore.
Creative Director: Aaron Allen/Joe Staples/Michael Tabtabai
Digital Director: Iain Tait
Copywriter: Greg Rutter
Art Director: Mike Giepert
Copy Writer: Mike Egan
Producer: Patrick Marzullo
Account Team: Thomas Harvey/Lani Reichenbach/David Newsome /Randy Ortiz
Executive Creative Directors: Mark Fitzloff/Susan Hoffman
Agency Executive Producer: Ben Grylewicz
Information Architect: Michelle Childs
Production Company: Digital Kitchen
Creative Director: Demetre Arges
Director: Matt Mulder
Line Producer: Donna Waxstein
Producer: Sarah Shipley
Director of Photography: Morgan Henry
Editor: Slavka Kolbel
Development Partner Company: Digital Kitchen
Executive Creative Director: Matt Mulder
Technology Director: Alaa Mendill
Producer: Sarah Shipley