Week 1 Blog

Clip 1: http://www.youtube.com/watch?v=YtyEno92JW8
Clip 2: http://www.youtube.com/watch?v=qiGggkIP0O8&feature=related

In the above clips, Dodge chose to elaborate on a marketing strategy they had been perfecting for years. This strategy involves creating a lifestyle brand for the "heavy-duty" trucks being produced. Dodge chose to market to the "man's man," the "real" men who get dirty, lift heavy things, and grunt. Women don't drive trucks, of course, which is why they aren't included in this new series of commercials (or many in the past for that matter, other than playing the role of the encouraging wife).

Dodge's new series of commercials actually resemble advertisements for a game show. In this show, however, the contestants are the epitome of manliness. There are four teams of two, each duo related by occupation. There are firefighters, cowboys, construction workers, and, of course, military men. These men lead the lifestyle that Dodge is advertising, the lifestyle that involves driving a big truck. Now, while men in these fields would most likely be seen driving a truck, they wouldn't be driving just any truck. They'd be driving the new Dodge that can complete an obstacle course, getting pulverized by swinging full size pick-ups, barely escaping a house explosion, and jumping off of big hills.

With their new marketing campaign, Dodge has chosen to illustrate what a manly-man would do and what vehicle he would do it in. What else would a cowboy choose to drive when he's driving through a ball of fire? Only a rough and tumble Dodge would do. But no girls allowed.