{"id":153843,"date":"2020-10-02T17:16:09","date_gmt":"2020-10-02T21:16:09","guid":{"rendered":"https:\/\/www.thedetroitbureau.com\/?p=153843"},"modified":"2020-10-02T17:37:39","modified_gmt":"2020-10-02T21:37:39","slug":"dodge-celebrates-power-awards-with-reminder-if-you-aint-first-youre-last","status":"publish","type":"post","link":"https:\/\/thedetroitbureau.com\/2020\/10\/dodge-celebrates-power-awards-with-reminder-if-you-aint-first-youre-last\/","title":{"rendered":"Dodge Celebrates Power Awards With Reminder: If You Ain’t First, You’re Last"},"content":{"rendered":"
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Dodge is celebrating its two top finishes in recent JD Power studies with a new social media campaign.<\/figcaption><\/figure>\n

Officials at Fiat Chrysler\u2019s most irreverent brand, Dodge, faced a dilemma \u2013 one that many automakers would love to tackle \u2013 when it captured the top spot in JD Power\u2019s most recent APEAL and Initial Quality studies: how to mark the occasion.<\/p>\n

Well, it essentially celebrated the way your loud uncle who thinks he\u2019s funnier than is would celebrate, Dodge officials put on their tuxedo t-shirts and created a new social media campaign to tell the world the brand is No. 1.<\/p>\n

Released today, the first entry is called \u201cFamily Motto,\u201d and it features actor Gary Cole reprising a much younger version of his role as Reese Bobby from the movie \u201cTalladega Nights\u201d to highlight the a quote from the film that best summarizes Dodge\u2019s position on the award: \u201cIf you ain\u2019t first, you\u2019re last.\u201d<\/p>\n

(A Week With: 2020 Dodge Challenger R\/T 392 Scat Pack Widebody.)<\/u><\/em><\/strong><\/a><\/p>\n

\"\"<\/a>
Gary Cole reprises his role as Reese Bobby, albeit a younger version, in Dodges new social media campaign.<\/figcaption><\/figure>\n

The spot opens circa 1981 in Talladega County with Reese Bobby, in a new 2021 Dodge Durango SRT Hellcat, on a walkie talkie imploring his young son Ricky Bobby, who appears to be driving a 2021 Dodge Charger SRT Hellcat Redeye and who yells, \u201cI wanna go fast,\u201d to pull the vehicle over.<\/p>\n

During the chase, Ricky Bobby calls out to his best friend Cal Naughton Jr., who appears to pull up next to Ricky in a 2020 Dodge Challenger SRT Super Stock and who proudly proclaims, \u201cI had Mountain Dew for breakfast,\u201d to help him outrun his father by using the infamous Shake \u2018n Bake maneuver (with a twist!), leaving his father proud and asking his son to remember the family motto, \u201cif you ain\u2019t first, you\u2019re last.\u201d<\/p>\n

To be clear, the child actor also utters what may ultimately be the best line in the movie \u201cWake up in the morning and piss excellence,\u201d in response to Cole telling him he needed to remember only one thing. Ultimately, he implored Ricky to remember the \u201cif you ain\u2019t first\u201d line.<\/p>\n

(Dodge moves the needle again, debuts 807-hp Challenger SRT Super Stock.)<\/a><\/strong><\/em><\/span><\/p>\n

The spot, which is running on YouTube and in other places on the internet, is certainly the right mix of Dodge bravado, which gives the masses vehicles like an 800-horsepower four-door sedan, and acknowledgment of the honor, which JD Power higher ups expressed their support for to Dodge\u2019s top executive, Tim Kuniskis, during a web conference with members of the media before the campaign hit.<\/p>\n

\"\"<\/a>
Dodge’s new “Family Motto” spot keeps up the brand’s irreverent image.<\/figcaption><\/figure>\n

Dodge, by Kuniskis\u2019 admission, isn\u2019t known for being serious in its advertising and promotional efforts. However, these are serious honors that the brand most definitely needed and wanted to tout to the masses. It took about \u201chalf a second\u201d to decide to promote the award, according to Olivier Francois, FCA\u2019s chief marketing officer.<\/p>\n

Kuniskis and the marketing gurus at FCA hunkered down and soul-searched for a way to tell the world about these well-known and well-regarded awards the brand had achieved without sounding, well, insincere. He said spots showing people milling about in a room with company officials \u201cwearing khakis\u201d or hiring \u201ca serious actor\u201d \u2013 yes, not-so-gentle pokes at Chevrolet and Lincoln \u2013 isn\u2019t the division\u2019s style.<\/p>\n

(Dodge ups the hp numbers, adds first Durango Hellcat, new Charger Red-Eye.)<\/strong><\/em><\/a><\/span><\/p>\n

To ensure the spot, which ends with a 2020 Dodge Challenger SRT Super Stock, a 2021 Dodge Durango SRT Hellcat and a 2021 Dodge Charger SRT Hellcat Redeye pulling away from a JD Power trophy, was loud and brash enough, it features the first new song from AC\/DC in six years, \u201cShot in the Dark\u201d as the background music.<\/p>\n","protected":false},"excerpt":{"rendered":"

Officials at Fiat Chrysler\u2019s most irreverent brand, Dodge, faced a dilemma after capturing the top spot in JD Power\u2019s most recent APEAL and Initial Quality studies: how to mark the occasion. They put on their tuxedo t-shirts and reminded us all: “If you ain’t first, you’re last,” reports TheDetroitBureau.com.<\/p>\n","protected":false},"author":4389,"featured_media":153848,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":""},"categories":[7,8,5],"tags":[],"make":[49,51],"post-state":[],"category_old":[118,150,151,246,299,191,132,159,125,139,148,128,288],"acf":[],"_links":{"self":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/153843"}],"collection":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/users\/4389"}],"replies":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/comments?post=153843"}],"version-history":[{"count":0,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/153843\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media\/153848"}],"wp:attachment":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media?parent=153843"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/categories?post=153843"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/tags?post=153843"},{"taxonomy":"make","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/make?post=153843"},{"taxonomy":"post-state","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/post-state?post=153843"},{"taxonomy":"category_old","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/category_old?post=153843"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}