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by Brent Snavely
Detroit Free Press
July 10, 2012
In one 90-second commercial scheduled to debut tonight during the Major League Baseball All-Star Game, Chrysler is aiming to define the Dodge brand and introduce America to the Dart, its first new small car in nearly seven years.
“It almost appeared as mission impossible at the beginning,” Chrysler Chief Marketing Officer Olivier Fran√ßois said of the commercial’s development process. “It’s not about just emotions this time — it’s about substance….”
“The Dodge personality is thinking like no one else is thinking,” Fran√ßois said. “It is embracing with pride our past, but at the same time looking at the future with class-leading fuel-efficient cars and technology.”
