Dodge Dart hits the bull's-eye with this spot from Wieden + Kennedy and Caviar director Keith Schofield that demonstrates how to make the vehicle in "100 Easy Steps." "Step 1: Study the competition," says the voiceover. "Step 2: Get angry—they're boring. 3: Make a car from scratch, the Dodge way." The remaining tongue-in-cheek instructions include driving the vehicle through a brick wall and putting pictures of it on schlocky promotional calendars, preferably surrounded by bikini gals and hunky firefighters rather than cuddly puppies—woof! (Those preferring a single step can take their cue from a previous Dodge spot and travel ahead in time to a date when the Dart of their choosing has already been made by somebody else.) W+K's campaigns for Dodge are underrated. The work's been consistently amusing and offbeat for the category, while staying on-brand and avoiding the kind of full-throttle, pedal-to-floor tomfoolery that could easily go off track. Credits below.
CREDITS
Client: Dodge Dart
Spot: "100 Steps"
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Aaron Allen, Michael Tabtabai, Kevin Jones
Copywriters: Justine Armour, Matt Rivitz
Art Directors: Matt Moore, Gianmaria Schonlieb, Tyler Magnusson
Producer: Erika Madison
Account Team: Lani Reichenbach, Cheryl Markley, Jourdan Merkow
Executive Creative Directors: Susan Hoffman, Joe Staples
Agency Executive Producer: Ben Grylewicz
Production Company: Caviar
Director: Keith Schofield
Executive Producers: Jasper Thomlinson, Michael Sagol
Line Producer: Eric Escott
Director of Photography: Jeff Cutter
Editing Company: Joint
Editor: Tommy Harden
Post Producer: Ryan Shanholtzer
Post Executive Producer: Patty Brebner
Assistant Editor: Steve Sprinkel
Visual Effects Company: Method Studios
Lead Flame Artist: Claus Hansen
Flame Artist Assist: Sergio Crego
Visual Effects Producer: Ananda Reavis
Music, Sound Company: Joint
Sound Designer: Tommy Harden
Song (if applicable): "Atlas" by Battles
Mix Company: Eleven
Mixer: Jeff Payne
Assistant Mixer: Ben Freer
Producer: Caroline O'Sullivan
