Nitro Prepares TV Ad Blitz

DETROIT Chrysler today said it would launch an extensive campaign to support its 2007 Dodge Nitro, its first midsize SUV, including TV, print and Internet efforts that will target both male and female consumers.

The push, which opened with a 30-second spot, “Jump,” during the World Series, will shift into high gear this weekend with a new 30-second commercial, “Planet,” plus four 15-second spots aimed at African American consumers. Two 30-second TV spots are also being developed for the Hispanic market. The ad spend was not disclosed. Omnicom Group’s BBDO, Troy, Mich., is the lead agency. GlobalHue is Chrysler’s diversity marketing agency.

The spot will break Sunday on CBS and Fox during NFL programming, on NBC during Nascar coverage and on TNT during Law & Order. It then will run on network and cable, as well as in movie theaters.

Dodge Nitro print ads will break next week in about 70 magazines. Support will also include radio, online and integration later this year in 2K Sport’s NHL 2K7 game.

In “Planet,” a crane is off-loading a 2007 Nitro from a ship when the chains break, sending the vehicle to the ground. It crashes through the pavement and travels downward until it reaches China, where it crashes through the terrain on its roof, then rights itself on all four wheels, all without a scratch.

“The midsize sport-utility market is characterized by vehicles with overall bland designs that many consumers find boring,” Tom Loveless, director of Dodge marketing and global communications, said in a statement. “The 2007 Dodge Nitro will light a spark to the midsize SUV segment . . . the Dodge Nitro is the SUV to which men aspire and that women appreciate.”

—Brandweek staff report