Agency
GSD&M
Client
Dodge Stellantis
Industry
EV Automotive
Product Launch
✦
Platform Development
✦
Brand Building
✦
OLV & TVC Production
✦
VFX & Post Production Direction
✦
Product Launch ✦ Platform Development ✦ Brand Building ✦ OLV & TVC Production ✦ VFX & Post Production Direction ✦
Services
Agency
GSD&M
Client
Dodge
Industry
EV Automotive
Services
Product Launch
✦
Platform Dev.
✦
Brand Building
✦
OLV & TVC
✦
VFX & Post Vis.
✦
Product Launch ✦ Platform Dev. ✦ Brand Building ✦ OLV & TVC ✦ VFX & Post Vis. ✦
How American Muscle Is
Going To Save The Planet
Flipping the middle finger to convention
To launch the Dodge Charger EV, we needed to reignite interest in the EV market. With uninspiring EVs and even less inspired EV advertising, we aimed to prove Dodge’s first EV and the world’s first electric muscle car could deliver the same high-octane thrills and tongue-in-cheek humor Dodge is known for.
-
In a world of boring electric vehicles and their even less inspiring greenwashed advertising, Dodge sought out to convert their most loyal, gas-guzzling, Hemi-humping fans that their future EVs could live up to the legacy.
-
With Dodge risking alienating its core audience and losing cultural relevance by producing EVs we needed to shift the perceptions of boring electric vehicles and make way for the world’s first electric muscle car; the Dodge Charger EV.
-
We turned the launch into a manifesto. By parodying competitors’ predictably boring EV spots, Dodge delivered a loud, unapologetic middle finger to convention—showcasing the Charger Daytona Banshee EV as both a cultural statement and a jaw-dropping display of next-gen performance.
-
This high-octane launch film doubled to promote the Charger EV as well as serve as Dodge’s platform for future EV storytelling extending OOH, broadcast, OLV, social and merchandise.
Flipping the middle finger to convention
To launch the Dodge Charger EV, we needed to reignite interest in the EV market. With uninspiring EVs and even less inspired EV advertising, we aimed to prove Dodge’s first EV and the world’s first electric muscle car could deliver the same high-octane thrills and tongue-in-cheek humor Dodge is known for.
-
In a world of boring electric vehicles and their even less inspiring greenwashed advertising, Dodge sought out to convert their most loyal, gas-guzzling, Hemi-humping fans that their future EVs could live up to the legacy.
-
With Dodge risking alienating its core audience and losing cultural relevance by producing EVs we needed to shift the perceptions of boring electric vehicles and make way for the world’s first electric muscle car; the Dodge Charger EV.
-
We turned the launch into a manifesto. By parodying competitors’ predictably boring EV spots, Dodge delivered a loud, unapologetic middle finger to convention—showcasing the Charger Daytona Banshee EV as both a cultural statement and a jaw-dropping display of next-gen performance.
-
This high-octane launch film doubled to promote the Charger EV as well as serve as Dodge’s platform for future EV storytelling extending OOH, broadcast, OLV, social and merchandise.
Save The Planet
Recognizing the
Shifting Media Landscape & Consumer Mentality
With the EV boom fading due to poor regulations, corporate missteps, and the pandemic, interest in electric vehicles has declined. It became vital for Dodge’s electric platform that we differentiate ourselves for two big reasons.
Drivers want to see how EVs can benefit themselves rather than the planet.
Greenwashing
Greenwashing
The legacy of Dodge has set the HEMI-level ICE standard in performance
Eco Babble
Eco Babble
Recycled Bullshit
Recycled Bullshit
While Dodge purists expect a HEMI, we chose to showcase hard-bodied muscle styling with performance matching a conventional internal combustion engine to start changeling EV perceptions.
Those perceptions have led to the following…
Faster Than Ever
Faster Than Ever
More Powerful
More Powerful
Quieter... But Just As Loud
Quieter... But Just As Loud
By parodying our competitor’s greenwashed advertising and reframing the narrative by showcasing the Dodge Charger EV, with a head turning demonstration in performance, we flipped EV perceptions, fueled social discourse and sparked sales.
Our parody redefined EV marketing and left the competition in our emission free dust.
By parodying our competitor’s advertising and reframing the narrative by showcasing the Dodge Charger EV, with a head turning demonstration in performance, we flipped EV perceptions, fueled social discourse and sparked sales.
Key Performance Indicators
Key Metrics
Press & Media Recognition
Media Recognition
Creative Credits
CD, Copy ✦ BRETT BAKER
CD, Copy Lead ✦ BARRETT MICHAELS
CD, Art Lead ✦ GREG WYATT
CD, Copy ✦ BRETT BAKER CD, Copy Lead ✦ BARRETT MICHAELS CD, Art Lead ✦ GREG WYATT