December 9, 2011 1:51 PM
Finding the right tool for the job can make life so much easier.
With that in mind, the 2012 Dodge Grand Caravan —
America’s most affordable minivan — will be spotlighted
in a new TV ad as the most versatile cargo and passenger vehicle on
the market.
The new spot, titled “Intelligence,” begins airing this
weekend.
“Intelligence” is a lighthearted slice-of-life designed
to show that, sooner or later, everyone can benefit from the
class-leading functionality that the Grand Caravan offers. We see a
series of tongue-in-cheek vignettes with drivers using the
“wrong” tool (vehicle) to haul mattresses, a
child’s playhouse and even a giant TV set. Then, we get a
look at the “right” tool — the Grand Caravan
— which displays its instant flexibility to convert from
hauling cargo to carrying passengers, thanks to its
industry-exclusive Super Stow ‘n Go® fold-into-the-floor
seating.
The moral of this 30-second opus is that the Dodge Grand Caravan is
the only vehicle specifically designed to handle all the challenges
life throws at you each and every day. The commercial’s
ending voiceover says it all: “Dodge Grand Caravan …
the industry’s most versatile cargo and passenger vehicle.
It’s the right tool for the job.”
The “Intelligence” ad will be followed by four
additional spots available for viewing on Dodge’s YouTube Channel, in the first
quarter of 2012.
Posts
New TV Ad Highlights 2012 Dodge Grand Caravan’s ‘Intelligence’
by Pete Misiak
1 Comment
PatriciaB Jan 14, 2012, 9:19 AM
Sorry to say this, but the new spot is callow and insulting. Your too-slick copywriters either don't know or don't care about the motive of low tech tools, which arises from a different standard of living that can't afford the shiny new tool you sell. Many of the people who helped you build this product come from that standard of living, as well as the people you laid off and people in Haiti who will never buy a Dodge but who you shouldn't offend either. And don't forget the bourgeois poor like me who happily car-top mattresses rather than shell out for the Lowe's delivery charge. In a previous ad you dissed the Internet, in this one you tell us we're an embarassment to our country if we don't have a new cargo-carrying car. Shame on you. The embarassment is you.
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