Friday, July 13

Dodge Dart

I first got wind of this new commercial/video during a Twitter exchange with some marketing friends.  It took me a minute to catch on, but evidently it was featured during the #ASG Baseball All Star Game.  It hadn't hit my radar but I reluctantly hit the link from one of the tweets so that I could at least follow the conversation.

It's a spot about the making of the new Dodge Dart.  Dodge Dart!  I hadn't heard of that brand since Travolta was dancing in Saturday Night Fever.  Dodge Dart!  Evidently the brand is making a comeback.

Have to say that I loved the footage.  Beautifully produced, filmed, edited and most importantly ... scripted.  It basically covers the creative process including all of its triumphs and pitfalls (including making decisions by committee).  The creative process could be for anything, in this case it's the making of a new car.  The reinvention of a car.

It is brilliant, and very inspirational for anyone in a creative field.  The moral of the story ... creativity trumps it all, even in an industry not known for it.

Give it a watch, it's called "How to Change Cars Forever" and it's fabulous:

Call in the nerds!  Not those nerds, those nerds!  What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

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