“Start with a simple idea. Think. Think more. Drink coffee. Stop thinking. Start doing.”
Wieden + Kennedy’s new ad for the new 2013 Dodge Dart uses a lot of periods to make its point. But that’s not all it does. The 90-second spot also echoes the agency’s “Fail Harder” ethos throughout.
According to Reuters, the No. 3 U.S. automaker has much riding on the success of the Dart, the first vehicle designed and engineered jointly by Chrysler and its Italian parent, Fiat SpA.
Chrysler produced its original Dart from 1960 to 1976. Fiat took over management control of Chrysler after the American automaker’s bankruptcy in 2009 and is now its majority owner.
The spot features a Jay-Z and Kanye West song, “No Church in the Wild,” which is an interesting choice, given the anarchist and post-apocalyptic themes. Here’s let’s take a look at the video for the song:
Naturally, W+K’s creative team is fully aware of the power in this song. The tagline “New Rules” flashes on the screen just as the levels on the song are brought up. New rules put in place by new leaders, in Detroit and around the world.
