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DaimlerChrysler Canada breaks campaign for Dodge Caliber

Toronto-based DaimlerChrysler Canada began a marketing campaign this week to promote the Canadian launch of the Dodge Caliber, a compact car aimed primarily at first-time new car buyers aged 25 to 34. Three television commercials for the vehicle began airing nationally on network and cable stations on April 24. The first, called “All the Tough You Need,” shows a fairy in a city using a magic wand to transform anything tough into something non-tough. However, she is unable to transform a Caliber. The second ad, called “Moon Dog,” depicts a man with a dog driving a Caliber on a city street while the dog moons dogs in other cars through the window. The final commercial, called “Wave,” shows a young woman driving out of a city to a beach, demonstrating various features of the vehicle as a voiceover describes them. When she arrives at the beach she takes a surfboard out the back of the car and heads into the water. Print advertising will run in the April and May issues of a number of weekly and monthly publications, including 24 Hours, Now Magazine, Carguide, World of Wheels, Toronto Life, Vancouver Magazine, Vice Magazine, Chill, Flare, Food and Drink, Canadian House and Home, Maxim, Blender, Canadian Business, Explore and Maclean's. Some of these executions show the Caliber in rebellious situations, such as getting a tattoo on its rear bumper or parked outside a school principal’s office. According to the company, 20 percent of the budget for this campaign will be spent on non-traditional, online and game-based promotion. This material will appear on websites including The Onion, Daily Candy, The Knot, Office Pirates, MySpace, Friendster, Yahoo and MSN. Advertising for DaimlerChrysler Canada is done by BBDO Canada.

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