And Now for Something Completely ‘Different’

DaimlerChrysler’s Dodge division will launch a new tagline from BBDO this fall in a massive campaign featuring 60 TV spots.
The new line–“Dodge. Different,” with the two words separated by the Ram’s head emblem–breaks on billboards this week, followed by TV and print on Sept. 7. The old line, “The new Dodge,” is 7 years old.
Dodge division vice president Jim Julow declined to reveal spending for the campaign, but Dodge spent $600 million in 1998 and $140 million through March of this year.
The automaker’s minority shops, Don Coleman in Southfield, Mich., and Montemayor y Asociados in San Antonio, also are contributing. The campaign from BBDO, also in Southfield, will be placed by sister Omnicom Group unit PentaCom in Troy, Mich.
No vehicles will appear in the first six spots, said Dick Johnson, chairman and chief creative officer at BBDO. Each will show a group of objects with one item distinctively red, such as a group of white candles and a red stick of dynamite, a group of fishing hooks and one red lure, or several stove burners with one red hot.
Individual nameplate taglines will be dropped and replaced with the new tag, which likely will be used for at least the next “seven to nine years,” Julow said. The previous line accomplished what the division set out to do: Tell consumers Dodge had changed, he said. But as of late, consumers have been saying, “Arrive someplace, Dodge. You’ve been the new Dodge long enough,” he said. Consumers said they view the division as “bold and different,” thus the new tagline.
Other aspects of the advertising will remain, such as pitchman actor Edward Herrmann and the campaign’s signature red vehicles.