Four months since the debut “How to Change Cars Forever,” WK’s Portland’s first spot for the Dodge Dart, it’s clear the campaign is now kicking it into high-gear with phase two.
When we first posted the debut spot back in July, there was quite a discussion going on in our comments section. It’s become par for the course here: We post new work from W+K, and the comments explode with people saying it’s not as good as Wieden’s past work or, if someone likes it, it’s because her or she must some sort of W+K fanboy. It’s a testament to W+K’s amazing portfolio they’ve built throughout the years. We expect this agency to blow our mind with every campaign, and we’re quick to complain when it doesn’t.
While this Dodge Dart maybe didn’t completely turn my world upside down with the first spot, it’s definitely grown on me. Despite the fact that it seems to run during every commercial break of an NFL telecast, when I hear the familiar bassline of Kanye West/Jay-Z‘s “No Church in the Wild,” I find myself always completely absorbed in the spot, guessing what aspect of the Dodge Dart will be presented next.
These two new spots, “Interior” and “Unsafe,” take the same formula and condense it into 30-second slices of sensory overload. Perhaps its reflective of the over-caffeniated environment of the W+K Portland office? In any case, the rapid-fire narrative of the Dart’s features really does make the car look like it is far more technologically advanced than any of its competitors. If you’re wondering how to make TV spots dazzle and sell simultaneously, well, it’s just this easy. Credits after the jump.
Aaron Allen / Joe Staples / Michael Tabtabai
Justine Armour / Jared Elms
Thomas Harvey / Lani Reichenbach / Corey Woodson
Executive Creative Directors
Mark Fitzloff / Susan Hoffman
Agency Head of Production
Director of Photography
Post Executive Producer
Claus Hansen / Cary Welton / Thomas Downs
MUSIC + SOUND DESIGN
“No Church in the Wild” by Jay-Z/Kanye West