Razor Branding Blog

Man’s Last Stand

Man's Last Stand

This year’s Super Bowl is, and will be, the most memorable of them all in my mind.  For the first time, I actually wanted a second tier of commercial breaks between the game and the regular commercials.  It was hard to walk away from the TV with the New Orleans Saints climbing to victory and the most anticipated spots of the year being aired, but I survived.

Among the many great spots, and the few not so great spots this year, one of the most clever is that of the Dodge Charger.  While directly targeting men, Chrysler did a great job of speaking to a large range of men by covering a wide variety of their thoughts pertaining to compromises in relationships with women, from putting the toilet seat down to watching vampire shows together.

As the list of what these men will do grows, you can’t help but wait to hear what they are leading up to.  Then, finally, after the quiet build-up, you see powerful clips of the Dodge Charger racing down the road while the announcer’s voice over says that because he does these things, “I will drive the car I want to drive.”

Instead of just showing clips of the car with energetic music as several car commercials do, Chrysler connects with its target audience by saying out loud what most of them will not say.  They are building their brand by connecting emotionally with their target consumer.

Great job Chrysler.