A Breath of Fresh Air From Chrysler

Advertiser: Chrysler

Agency: BBDO, Detroit

Challenge: Launch the Dodge Durango, one of the latest entries in the intensely competitive sport-utility vehicle market.

The Ads: In a series of TV spots, actor Edward Herrmann uses corny humor to pitch the Durango’s towing capability, seating capacity and powerful engine. In one commercial, he notes that the Durango is useful for people living in neighborhoods with rhinoceros problems. The vehicle, he deadpans, has a superior horn. In another commercial, the Durango appears to travel up and down a staircase. A “high form” of sport-utility vehicle, says Herrmann, “from top to bottom.”

Comment: These spots are refreshingly straightforward. No vehicles slugging through rugged terrain, no emotional appeal, no would-be macho men behind the wheel--in fact, there are no drivers in the vehicles. The spots won’t win creativity awards, but they show the vehicle and deliver information about it--an increasingly rare tactic in car commercials nowadays. $$$

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Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being best.