Dodge, together with their SRT performance sub-brand, have come up with a new tagline that’s supposed to capture the automaker’s passion, attitude and spirit.
Titled ‘Domestic. Not Domesticated’, the new tagline is being rolled out this weekend across multiple platforms in the form of two seriously tongue-in-cheek videos.
The first is a TV spot called ‘Warning’, which is set to debut this Sunday, July 31st on “Comedy Central Roast”. It features the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and the Durango R/T, and it’s meant to represent a humorous way of showcasing the brand’s attributes.
As for the second video, it’s titled ‘Unleashed’ and episode one has already been uploaded to the automaker’s YouTube channel. This one features a robotic Hellcat which in the end transforms in to the car we’re all too familiar with.
“Every brand has its own DNA and Dodge’s bloodline is built on performance, passion and attitude,” said Olivier Francois, CMO of FCA. “‘Domestic. Not Domesticated.’ embodies what Dodge stands for as a proud American performance brand. Our cars show off some very American traits – big, fast, powerful, fun to drive – all while being a completely valid choice as a safe and reliable family vehicle. Simply put, when you drive a Dodge, you don’t have to compromise. You can grow up without giving up.”
“Performance is as much an attitude as it is a measurement,” added Tim Kuniskis, head of passenger cars FCA North America. “We not only build performance cars, we challenge the mundane and champion the un-boring. ‘Domestic. Not Domesticated.’ is as much a state of mind as it is about the performance of our vehicles. It perfectly captures the spirit of Dodge and SRT.”
The company’s new tagline was created in partnership with Austin-based GSD&M agency and first seen in ESPN The Magazine’s 2016 Body Issue released earlier this month.