Client
Dodge Motor
Agency
GSD&M
YeaR
MMXXV
Sector
EV Automotive
Product Launch
✳
Platform Development
✳
Brand Building
✳
OLV & TVC Production
✳
VFX & Post Vis Direction
✳
VO Casting & Direction
✳
Identity Development
✳
Product Launch ✳ Platform Development ✳ Brand Building ✳ OLV & TVC Production ✳ VFX & Post Vis Direction ✳ VO Casting & Direction ✳ Identity Development ✳
Dodge’s First EV Leaves Competition in Emission Free Dust
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.
-
I helped developed the idea for this high-octane launch that doubled as an ad for the Charger EV as well as serve as Dodge’s platform for all future EV storytelling extending across OOH, broadcast, OLV, social and merchandise. I worked with voice talent to give this spot some head turning prowess as well directed the VFX team.
Dodge’s First EV Leaves Competition in Emission Free Dust
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.
-
I helped developed the idea for this high-octane launch that doubled as an ad for the Charger EV as well as serve as Dodge’s platform for all future EV storytelling extending across OOH, broadcast, OLV, social and merchandise. I worked with voice talent to give this spot some head turning prowess as well directed the VFX team.
-
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.
-
I helped developed the idea for this high-octane launch that doubled as an ad for the Charger EV as well as serve as Dodge’s platform for all future EV storytelling extending across OOH, broadcast, OLV, social and merchandise. I worked with voice talent to give this spot some head turning prowess as well directed the VFX team.
Leaving the competition in Our
emission free dust
Dodge’s First EV Leaves Competition in Emission Free Dust
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.
-
I helped developed the idea for this high-octane launch that doubled as an ad for the Charger EV as well as serve as Dodge’s platform for all future EV storytelling extending across OOH, broadcast, OLV, social and merchandise. I worked with voice talent to give this spot some head turning prowess as well directed the VFX team.
Shifting Consumer Behaviors
Shifting Consumer Behaviors
For years, EVs were a vibe. A very smug, ugly, and boring vibe that sat idle in your driveway. Early research confirmed it… environmental concern was the number one reason consumers went electric, and advertisers were thrilled to sell that feeling. But when sales slumped, lots filled up, and consumers grew tired of being lectured by car commercials, the greenwashing wore off and the industry stalled.
Shifting Consumer Behaviors
That equation is changing. Newer studies find EV adoption is now driven as much by performance expectancy, social influence, lower operating costs, fast charging, acceleration, and hedonic-utilitarian value as by green intent alone. That shift lands squarely in Dodge territory: a brand that stakes its identity on power, performance, legacy, and driver-centered technology can make electrification feel less like sacrifice and more like swagger for modern buyers who want more.
The Outcome
Our parody redefined EV marketing and flipped the middle finger to convention
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.
Press & Media Recognition
Key Performance Indicators
✳
Key Performance Indicators ✳
Creative Credits
Sector
EV Automotive
Agency
GSD&M
Client
Dodge
Year
MMXXIV
Product Launch
⚹
Platform Development
⚹
Brand Building
⚹
OLV & TVC Production
⚹
VFX & Post Vis Direction
⚹
VO Casting & Direction
⚹
Identity Development
⚹
Product Launch ⚹ Platform Development ⚹ Brand Building ⚹ OLV & TVC Production ⚹ VFX & Post Vis Direction ⚹ VO Casting & Direction ⚹ Identity Development ⚹
Saving the Planet…
…670 Hp At A Time
Blurb
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.
-
I helped develop the idea for this high-octane launch that doubled as an ad for the Charger EV and served as Dodge’s platform for future EV storytelling across OOH, broadcast, OLV, social, and merchandise. I worked with voice talent to give the spot head-turning prowess and directed the VFX team.
The Outcome
Our parody redefined EV marketing... leaving the competition in our emission free dust.
Media Recognition
