In addition to Monday Night Football and other top prime-time shows, Dodge television ads will also run during TBS "Man-Made Movies," college and NFL football, NHL broadcasts, Sports Afield, USA Network, VH1, "Movies for Guys Who Like Movies," In-Fisherman, Hunting & Fishing Outdoors and televised PRCA rodeo events. Other Dodge brand spots will debut later this Fall.
A new print campaign was developed using the same "Grab Life by the Horns" theme. The ads position the 2002 Dodge Ram as "The New Mayor of Truckville," while headlines like "That's Mister New Ram to you," "Storage that puts the competition away" and "Rammunition" embody the new "street-smart" attitude at Dodge.
"We've taken a much edgier tone with the new ads for the whole brand," added Roehm. "We're not shying away from poking fun at conventional wisdom or asserting our advantages over the competition. We'll do it very tongue in cheek."