SAME CAR, NEW ERA campaign
In 1966, Dodge was trying to build up a reputation for excitement and power, moving from its traditional place as the car between Plymouth and Chrysler in size and luxury. And with the release of the ’66 Charger, Dodge broke into the muscle-car market with the introduction of the high-performance fastback Charger. The Charger became one of the most well-known muscle cars when it debuted The General Lee in the television show, The Duke of Hazzard.
So for this ad campaign I wanted to play on it being the same car, with a new feel to it. Like an update. The target demographic I chose was an older consumer base because I knew that people would remember the car they had in the sixties or remember it as the car they always wanted growing up. That is how I came up with the slogan for the campaign; “Same Car, New Era.”
To read more about this campaign, CLICK HERE.
