AUBURN HILLS, Mich.,
April 2,
2024 /PRNewswire/ --
- Dodge appeals to the inner child of drivers in all-new
marketing campaign for the all-new Dodge Hornet R/T
- "Inner Child Intervention" reminds consumers to listen to that
voice inside their head and lean into the power of torque
- The cross-channel campaign will span across broadcast, social
media channels and online video
- Thirty-second national campaign spot launches today,
April 2
- Additional social media elements designed to humorously educate
consumers about torque will include a limited series for TikTok and
Instagram called "Torque for Newbs"
The Dodge brand is launching a new marketing campaign today,
focused on the plug-in hybrid Dodge Hornet R/T, the brand's first
muscle-inspired crossover. In the campaign, called "Inner Child
Intervention," a man's inner child takes him on a joy ride in the
electrified Hornet R/T, determined to get his adult self to realize
his childhood dreams don't compare to the instant torque of the
Hornet and the visceral excitement it brings.
"The Hornet RT stands apart from other compact UVs, with
383 lb.-ft. of torque that gives drivers the kind of instant
acceleration and engaging driving experience that is unheard of in
the category," said Tim Kuniskis, Dodge brand chief executive
officer - Stellantis. "As the first electrified vehicle from the
brand – with our first fully battery-electric vehicle, the Dodge
Charger Daytona, arriving this year – we know that when compared to
horsepower, torque can sometimes be underappreciated. We're
launching this campaign to change that perception."
The Dodge Hornet launched last year with class-exclusive and
best-in-class performance features that optimize multiple aspects
of the vehicle, from powertrain to suspension, braking, steering
and handling. Standard all-wheel drive with dynamic torque
vectoring, and available segment-exclusive features,
including Brembo brakes and dual stage suspension, further
enhance the overall dynamic driving experience.
The spot takes viewers to the side of the road where a man comes
face to face with a familiar-looking boy and quickly finds himself
on a joyride with his inner child. His "inner child" hits the gas
and zooms through the streets while schooling him on what he really
needs in life, reminding him that "horsepower keeps you going, but
torque gets you going." Tapping into a child-like surge of
excitement, the spot evokes a surge of adrenaline, placing drivers
behind the wheel of Dodge's "totally torqued-out crossover."
The torque-loving inner child is especially obsessed with the
Hornet R/T's PowerShot. This on-demand feature leverages Dodge's
first hybrid powertrain to delivers an instantaneous boost of
acceleration, letting drivers tap into the maximum electrical power
to reach 60 mph in just 5.6 seconds.
The new campaign includes a 30-second spot, and additional
social media elements designed to humorously educate consumers
about torque will include a limited series for TikTok and Instagram
called "Torque for Newbs." The series of four videos, set to
roll out online in the coming weeks, is designed to humorously
educate torque novices on automotive jargon like "pound foot" and
how torque relates to horsepower. In one of the videos, the inner
child reminds his adult self of that time he made a human slingshot
and shot his cousin Max across a parking lot. "That's what torque
is!," the inner child explains. "Only instead of Max, we release
the wheels."
The cross-channel campaign will span across broadcast, social
media channels and online video. Broadcast media placement will
include college basketball playoffs.
"Inner Child Intervention" is the next step in the evolution in
the Dodge brand's marketing campaign efforts for the brand's first
crossover vehicle, the Dodge Hornet. The marketing campaign was
created by the Dodge brand in partnership with GSD&M.
Build and price configurator is live on Dodge.com for both
the Hornet R/T and Hornet G/T.
Dodge//SRT
For more than 100 years, the Dodge brand has carried on the spirit
of brothers John and Horace Dodge.
Their influence continues today as Dodge shifts into high gear with
a lineup that delivers unrivaled performance in each of the
segments in which the brand competes while moving forward to a
future that includes electrified muscle in the form of the
next-generation, all-new Dodge Charger.
The next-generation Dodge Charger electrifies a legend, with the
Charger retaining its title as the world's quickest and most
powerful muscle car led by the all-new, all-electric 2024 Dodge
Charger Daytona Scat Pack. The all-new Dodge Charger will also
offer performance choices via multi-energy powertrain options
including the 550-horsepower Dodge Charger SIXPACK H.O.,
powered by the 3.0L Twin Turbo Hurricane High Output engine.
Dodge also keeps its foot on the gas as a pure performance brand
with the 710-horsepower Dodge Durango SRT Hellcat, the most
powerful SUV ever, and best-in-class standard performance in the
compact utility vehicle segment with the Dodge Hornet.
Dodge is part of the portfolio of brands offered by leading
global automaker and mobility provider Stellantis. For more
information regarding Stellantis (NYSE: STLA), please visit
www.stellantis.com.
Follow Dodge//SRT and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Dodge brand: www.dodge.com
Direct Connection: www.DCPerformance.com
DodgeGarage: www.dodgegarage.com
Facebook: www.facebook.com/dodge
Instagram: www.instagram.com/dodgeofficial
Twitter: www.twitter.com/dodge and @StellantisNA
YouTube: www.youtube.com/dodge,
https://www.youtube.com/StellantisNA
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SOURCE Stellantis