What Was Dodge Thinking??

Why do marketers go to such extremes to try to create a “viral” video spot? Dodge created this for their Nitro SUV. Did they think that controversial, even disturbing images are the way to make an ad “go viral”? This is not good, in fact it’s downright offensive and I fail to see what it has to do with promoting the car. On top of that, it’s not even original. Parody or blatant copy, Mazda did it first (without being offensive):

Here’s the thing. Setting out with the intention of creating a viral ad based on high shock value is not a good strategy. Ads become viral as a response being worth sharing. Marketers can certainly find ways to help this process get started, but if it’s not worth sharing, it won’t go viral. The team that put this together (both agency and Dodge marketers) should be fired.

Via Adrants


1 comment so far

  1. Katie Konrath on

    I agree with you about this commercial–it’s only memorable because of the poor smoking dog carcass, which doesn’t make Dodge look good in any way at all. The Mazda ad is funny because it just gets back at the dog.

    The Dodge commercial, on the other hand…

    Doesn’t Dodge know that people really like dogs? And that no one wants to think of a smoking body in relation to an auto? And that it’s not a good idea to depict an SUV as deadly?

    Actually, I hope this commercial goes viral–in a bad way. When marketers do something this horrid, they deserve to have their handiwork plastered everywhere.

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