SEE WHAT’S GOING FAST, AT A DODGE DEALERSHIP NEAR YOU.
I am not particularly certain why the Dodge Charger and Challenger are being advertised but I’m glad that they are; I enjoy these spots (probably because I’m in the target market).
The intended target is, as above, people like me. It is males age 18-35, with a competitive drive and a lust for victory, recognition, and carnal reward. So, nearly all males.
The message connects to the target’s need as it shows how Dodge is an excellent tool towards following that competitive instinct and to fulfilling the lust for victory and recognition.
The SMITH (Single Most Important Thing) in this message is that
“Dodge can show the other guy, ‘Suck it! I’m better.’”
The visuals support and communicate the product’s SMITH especially well—visuals and background music are the primary ways it is communicated. The actors in each vehicle lock eye contact, conveying the challenge, and the loser seems truly broken when eye contact is reestablished after, as the winner has the girl seated beside him.
I don’t feel the copy supports the message well—the commercial’s entire copy is the bolded text above. It is the visuals which primarily communicate the message, the copy conveys urgency to the viewer—these awesome cars are selling out fast!
As with my uncertainty on the reasoning for this ad, I am uncertain how the media and context affected communication of the SMITH, but I am extremely certain I enjoyed it.












