Dodge: family travels are like a band’s road trip
Chrysler is targeting families in a new campaign for its Dodge Journey SUV created by CumminsRoss.
The campaign idea is based on the insight that “every time a big family goes anywhere it’s a little bit like getting a band on the road,” said Jason Ross, the agency’s ECD.
Melbourne agency CumminsRoss won the Chrysler business a year ago.
Credits:
Chief Executive Officer: Sean Cummins
Executive Creative Director: Jason Ross
Creative Team: Toby Cummings and Ed Howley
Agency Producer: Susannah George
Group Account Director: Magdalina Triantafyllidis
Integration Manager: Andrew Stone
Production Company: The Director’s Group
Director: Luci Schroder
Producer: Craig Griffin
I love the concept.
It did feel like the advert was a bit backward though in terms of the way the slogan matched the advert. After watching the advert it made more sense for the slogan to be “the way a band’s travels are like a family road trip” i.e. you’re band act like a family, not the other way around…
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Good opp to extend this into ‘punter land’ and put together the “Dodge -e” amateur family band that tours the country playing gigs that are uncovered by dedicated facebook mechanics!! The Dodge -e family roadshow!!
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However, the car itself is as boring as hell.
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Reminds me of when Mum would say “Let’s get this show on the road!”
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I am the Tour Manager driving the band around all the time – and I loved it. Now I’m considering a Chrysler!
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