Dodge Goes From Zero to 100 in W+K's Latest Comical Dart Spot

Building a car, step by step


Dodge Dart hits the bull's-eye with this spot from Wieden + Kennedy and Caviar director Keith Schofield that demonstrates how to make the vehicle in "100 Easy Steps." "Step 1: Study the competition," says the voiceover. "Step 2: Get angry—they're boring. 3: Make a car from scratch, the Dodge way." The remaining tongue-in-cheek instructions include driving the vehicle through a brick wall and putting pictures of it on schlocky promotional calendars, preferably surrounded by bikini gals and hunky firefighters rather than cuddly puppies—woof! (Those preferring a single step can take their cue from a previous Dodge spot and travel ahead in time to a date when the Dart of their choosing has already been made by somebody else.)

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