With little more than a lineup of cars that deserved to be sold next to the dishwashers at Sears, BBDO’s Detroit office for years just didn’t have much to work with in handling the Dodge brand. But with the launch of the Dodge Intrepid last fall, BBDO, Detroit’s creative director Dick Johnson realized that he was finally going to get a chance to hit a home run. He cleared the fences with plenty of room with a risky positioning of ‘This Changes Everything,’ and ‘The New Dodge.’
Says Johnson, ‘We knew what the audience for the Intrepid thought of Dodge, and we had to let them know we understood their doubt,’ The ads that used actor Edward Herrmann as voiceover or in person talking about the unique design of the Intrepid have revved Dodge sales this year and raised Dodge’s, as well as BBDO’s, profile exponentially.
Copyright Adweek L.P. (1993)