Agency
GSD&M
Next Gen EVs Have Big Dodge Energy
Client
Dodge
Industry
Automotive
Project
Product Launch
And Prove Electric Vehicles Really Can Make Some Noise
If Dodge’s first electric vehicle was going to spark new interest in an uninspired EV market then we going to need to prove that the Dodge Charger EV could live up to it’s nameplate and deliver the same high-octane thrills and tongue-in-cheek humor their audiences have come to expect.
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By 2035 Dodge planned to go fully electric, and their Brotherhood of Muscle. (their most loyal, gas-guzzling, Hemi-humping fans) weren’t having it. With uncertainty running high and excitement running low, Dodge needed to prove their first EV could live up to the legacy.
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In a category full of uninspired EVs and even less inspiring EV ads, Dodge risked alienating its core audience and losing cultural relevance. The world’s first electric muscle car needed to stand apart from the competition and prove that “electric” could still mean powerful and loud.on text goes here
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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.
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To bring the idea to life, we produced a high-octane launch film that doubled as Dodge’s platform for future EV storytelling, with a campaign that extended across OOH, broadcast, online video, and merchandise.
Results
When we released "Save the Planet" conversations lit up across social media. The spot had fueled discourse by shifting the narrative of EV performance and made even the least likely of gearheads do a double take.
Creative Credits
Meet the following creative contributors from Nissan United that includes; TBWA/Chiat/ Day, Fluent360 and more.