"Warning," the first TV spot with the new tagline debuts on "Comedy Central Roast" and features the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Durango R/T. The tagline is also integrated in a new "Dodge Challenger SRT Hellcat Unleashed (Episode One)" video debuting on the brand's YouTube channel.
"Every brand has its own DNA and Dodge's bloodline is built on performance, passion and attitude," said Olivier Francois, Chief Marketing Officer, FCA Global. "'Domestic. Not Domesticated.' embodies what Dodge stands for as a proud American performance brand. Our cars show off some very American traits big, fast, powerful, fun to drive all while being a completely valid choice as a safe and reliable family vehicle. Simply put, when you drive a Dodge, you don't have to compromise. You can grow up without giving up."
"Performance is as much an attitude as it is a measurement," said Tim Kuniskis, Head of Passenger Cars Dodge, SRT, Chrysler and FIAT, FCA North America. "We not only build performance cars, we challenge the mundane and champion the un-boring. 'Domestic. Not Domesticated.' is as much a state of mind as it is about the performance of our vehicles. It perfectly captures the spirit of Dodge and SRT."
The "Domestic. Not Domesticated." tagline was created in partnership with Austin, Texas-based GSD&M, the new Dodge brand agency-of-record.
The tagline first appeared in a Dodge print ad appearing in ESPN The Magazine's 2016 "Body Issue," released earlier this month.
With the exception of the "Born Dodge" tagline used in the brand's 100th anniversary communications, including recent Dodge Brothers advertising campaigns, Dodge has not had an overall brand tagline in many years. Individual campaigns for specific vehicles had their own taglines, such as "New Rules" and "Don't Touch My Dart" for two different Dodge Dart ad campaigns.
We at Port Jeff Chrysler Jeep Dodge Ram, central to Suffolk County, Long Island, love the new campaign and will be following it closely.