Dodge wants a new approach on its US clients and launches a new campaign that will be aired accross the country. “Domestic. Not Domesticated.” is being rolled out this weekend and will be integrated into all of Dodge and SRT brand communications across multiple platforms and consumer touch points, including television, print, digital, web, social and experiential.
More in line with Dodge products, the new motto comes with new commercials. “Warning,” the first TV spot with the new tagline debuts Sunday, July 31 on “Comedy Central Roast” and features the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Durango R/T. The tagline is also integrated in a new “Dodge Challenger SRT Hellcat – Unleashed (Episode One)” video debuting July 29 on the brand’s YouTube channel.
The “Domestic. Not Domesticated.” tagline was created in partnership with Austin, Texas-based GSD&M, the new Dodge brand agency-of-record.
The tagline first appeared in a Dodge print ad appearing in ESPN The Magazine’s 2016 “Body Issue,” released earlier this month.
With the exception of the “Born Dodge” tagline used in the brand’s 100th anniversary communications, including recent Dodge Brothers advertising campaigns, Dodge has not had an overall brand tagline in many years. Individual campaigns for specific vehicles had their own taglines, such as “New Rules” and “Don’t Touch My Dart” for two different Dodge Dart ad campaigns.
Created in both 60-second and 30-second versions, “Warning” is in keeping with the Dodge brand tradition of creating edgy, humorous commercials to showcase the brand’s attributes in unique ways. In this spot, created in partnership with the San Francisco-based agency ARGONAUT, a deadpan announcer delivers humorous disclaimers that Dodge drivers need to know