Cry Havoc and Let Slip the Dogs of War

During his First Annual Address to Congress in January of 1790, President George Washington said, “To be prepared for war is one of the most effectual means of preserving peace.” For the past decade, the muscle car segment has been quietly battling to keep a sea of dull daily drivers at bay, and the tension has finally reached its fever pitch. We are standing on the cusp of a revolution, and we are nothing if not prepared. We’ve got the horsepower, the track time and the street cred – all that’s missing is the official throwing down of the gauntlet. As of today, however, we’ve also got that, too.


In our newest ad spot, the General and his thundering cavalry descend upon the bland, boring and bromidic (or “British”). While Washington and his four-wheeled troops rally against the Redcoats, the U.S. fútbol team will be battling it out with England at the 2010 FIFA World Cup, and you’ll be able to watch them both. The Dodge Challenger “Freedom” spot will air regionally during the match on Saturday, following its on-air debut at 11 p.m. EDT today during ESPN SportsCenter. Check out the carnage, and leave us your war whoop in the comment box below. U-S-A!


  • Tazallen

    DAMN GOOD AD!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! THAT IS WHAT DODGE HAS NEEDED FOR YEARS !!!!!!!

    DODGE CHALLENGER AN AMERICAN REVOLUTION!!!!!!!!!!!!!!!!!!! SHOW IT ON MORE TIME SLOTS LIKE THE NATIONAL NEWS!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

    TAZALLEN

  • 440

    Love the add…. You got that right !! Show it alot Dodge !!!

  • HEMIhead

    Awesome Ad!!! Love it! Go DODGE!

  • SUBLIME

    This is good stuff. You can run more short ads like this on all of the networks for the same price as a long ad that really says nothing. This ad grabs your attention. Great job!

  • Al Navarro

    This spot is one of the better made in America commercials I’ve seen. But it ignores the fact that the British line would be made up of Range Rovers and that a pack of Caterhams would have swarmed the American charge from the sides.

  • moparman

    Sweet! Two challenger ads in one month. I love this ad. The other one was good too, but I wish it had a little more normal speed video/audio of the burn-out/acceleration.

    Now, if I could just see the rest of the sedan redesign……. :-)

    I think I may have to just buy a challenger and have HPP make a charger out of it. Have you guys seen the HPP charger daytona? They made it out of a challenger, and it looks pretty good. Only thing I didn’t like is that they made it look more like a plymouth superbird on the front end.

    Pretty cool looking though.

  • CaptainZap

    Great Ad! One glitch in the copy. It’s CAVALRY, not CALVARY. Pet peeve of mine, along with Libary and Nucular.

    GREAT AD, though!

  • SUBLIME

    This commercial isn’t bad either. http://www.youtube.com/watch?v=NS5LFGcA_p4

  • Tazallen

    Hello all!!!!
    Dodge please use this ad for the 4th of July…. It not only shows the Chally it show cases some the great things that USA is all about, the freedom of going where you want when you want,and the freedom to design and build some truly great things that are the envy of the world (i.e the Dodge Challenger) !!!!!!
    Back in the 80s Dodge used the ad tag line,”We are Dodge and were an American Revolution”. Use this Chally ad show American and the world the great Dodge products and motor sport (i.e.: NASCAR and races with the Viper)…..

    DODGE, STARTING AN NEW AMERICAN REVOLUTION!!!!!!!!!!!!!!!

    TAZALLEN

  • The Brit
  • IndyRider

    GOALLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL!!!!!!!!

    Way to go Dodge! We need more of these commercials! Show this one as much as possible!

  • Biff Henderson

    Best commercial in years! That challenger is awsome.

  • SUBLIME

    Brit, what was that all about? That was the worst video clip I have seen in my life. It must be an English thing, I guess. We are talking cars here, not soccer. This is America…we do not care about soccer.

  • SUBLIME

    Brit, I know Dodge made that ad because of the upcoming soccer game between America and the UK, but that video you chose is really bizarre. There has to be something out there that is a little better.

  • Dave

    @moparman Yeah I’ve seen the HPP Charger Daytona. In person even. And it’s hideous.
    The nose is actually closer to the Plymouth Road Runner Superbird.
    The Challenger body doesn’t have the long sleek look that the Road Runner or Charger had. And it’s a fine example of “just because it can be done, doesn’t mean it should be done.”

  • moparman

    Yeah, I mean, If I had the money and resources to do it myself, I would have made the nose look like a daytona, and I would put real indents on the door, not something that sticks out and was obviously an “ad-on”.

    I read on their web site that making it look like both cars was, in fact, their intent. One car to represent both aero cars. I’m happy they tried, but they probably shoulda went one way or the other.

    But I would definately drive one of the HPP daytonas before I would ever get caught in a sedan with the word daytona on it. I mean, gee wiz, if your gonna make that 4 door car into a daytona, at least put a real daytona wing on it and a more accurate daytona nose peice. Just putting graphics on the car and makeing some performance tweaks doesn’t do it.

    Don’t get me started about puting that wing on the dodge trucks…..(threw up in my mouth a little)…………

  • SUBLIME

    USA 1 and England 1. For a country that places soccer on the bottom of their list for sports, we did alright against England. Great job team USA! Great job Dodge with the commercial!

  • SUBLIME

    The Daytona Challenger needs a Daytona wing not a Superbird wing. The Superbird wing is too swept back and looks too big for the short car. Yes moparman, those fake indentations on the doors are awful. They would have been better off putting those door scoops from a 70 Charger on the doors. They would have been better off just leaving the hood alone as well. They were trying too hard on this one. It could be done if they just added a Daytona wing and a Daytona nose cone. Probably shorten the height of the wing and you would be good to go. The stripe was a little too wide for the car because the Superbird wing is too wide. Lastly, why pick gold for the color? Paint is sublime and people would have loved it.

  • SweDane

    RLD,
    After reading how you will market your productline in Europe I was amazed – to say the least !

    In Scandinavia it would be a very bad idea marketing Chryslers as Lancia’s

    Chrysler are associated with the US lifestyle – a lifestyle that is highly appreciated by the majority of US-car buyers in the Scandinavian countries.

    Lancia has never really been sold in Scandinavia and are looked upon the same way as Americans used to see Fiat and Alfa – troubled & rustprone – I do now that it’s not the case today, but in my opinion it would be a great mistake to kill the Chrysler brand in Scandinavia

    If the 300 are rebadged as a Lancia it will be uphill in the showrooms – the mere idea of badging the minivans, Voyagers, as Lancias are not a good idea either, it is similar to the idea of killing ” Chevy ” and only “allow” Chevrolet – what is going on in these peoples minds ??

    On the other hand it is nice to see that Dodge will sell The Challenger & Charger in Europe – please stuff the diesel from the 300 in both vehicles and you will have a couple of cars that will meet the Euro Diesels head on !

    Mr. Gilles, please no Lancia badged Chryslers in Scandinavia !

    Swedane
    SWEDEN

  • moparman

    Oh, yeah, forgot about the color, good point, Sublime. A late ’60s, ealry ’70s high impact color would have been a definate plus.

    It sounds like they plan on selling these either as a kit or as an installed package in conjunction with dodge/mopar performance. Any comment on that RLD?

  • SUBLIME

    moparman, that Daytona package would work if they would just pay attention to details and make it look proportional. Just like HXC tried to make a HEMI ‘cuda and did a decent job with the grill, but should have painted it silver with gray accents or at least copy the color scheme mother mopar did back in the day. The taillights are a screwed up mess. Had they done them right, then I would have converted my Challenger already. Why can’t anyone do things right? Even Mr. Norm’s stuff looks weird.

    Back to soccer…I just couldn’t get into it because I thought I had a bad reception like bees were buzzing in the background and then I read: Mostly, they’re being drowned out by the unrelenting water-torture beehive hummmmmmmmmmmmmmmmmmmmmmm of South African vuvuzela trumpets. I cannot believe the stupid sport allows that annoying noise of those cheap plastic horns. How tacky and what a way for a sport to run off future spectators. Dumb, very, very dumb. Ban the horns.

  • 340Sporty

    Dodge must absolutely, positively, release a poster of Gen. Washington striking a pose next to the challenger. No check that…. after purchasing two Challenger R/T’s, I as a loyal paying customer…… DEMAND ONE!!!

    The AD department better get busy……………………………..

  • SUBLIME

    340Sporty, yes that is a good idea and they could sell the rest of the posters on their website under Dodge Life. They could slap it on a t-shirt as well.

  • IndyRider

    Just in time for July 4th! Lets get those t shirts and posters on the market!

  • niotaboy

    I LOVE this ad! I have yet to see it on tv, probably because I don’t watch much soccer. (along with most other red-blooded Americans) Dodge needs to buy up LOTS of airtime on LOTS of channels over July 4th weekend and run this one into the ground. It’s great!

    • RLD

      Hey everyone,

      Love the suggestions on the posters and we will have some images available for download shortly. For anyone that missed it on TV, look for it again in a couple weeks.

      RLD Staff

  • DCRT08

    Um, the real problem with this commercial is that someone forgot to tell the marketing genius’ that the Challenger is a German platform, the engine is made in Mexico, and the car is built in Canada. About as American as a Smart car. Anyone who has seen the commercial where I work laughs and wonders how dumb ChryFiatGov thinks people are.

    I was a Mopar guy for 25 years, but not anymore. Ram brand? Stupid. Thinking that Fiat will save Chrysler? Even more stupid. Fiat still makes really bad cars and still stands for Fix It Again Tony. Can’t give the things away to most Europeans.

    Lastly, what’s up with the new Dodge logo? Guess Tareyton cigarettes was done using it.

  • SUBLIME

    DCRT08, the car was designed in the California studio Chrysler used to own by an all American design team and 70% of the parts are made in the US, Canada, or Mexico. That is what you have to do to sell cars in other countries. At any rate, 60-80% of the profits come back to the USA when you purchase a car built by the big three when only 5-24% of the profits come back to the USA when you buy a foreign make. That is the major difference and that is what people do not realize. I have to agree with you on Fiat, however, I am willing to give them a chance so they can hopefully prove me wrong. Anyhow, they kept Chrysler afloat for a few more years so that is all that matters. Hopefully, Chrysler can turn it around and not need help from others. We shall see and I see your point as well. It would be nice if the Challenger could be built in Michigan with new robots and a better paint shop. Bottom line, they are a great car and fun to drive. Everyone stares at my car and compliment me every single day. It brings a smile to a lot of peoples’ faces and that makes it all worth while.

  • Nancy

    We own a Dodge Caravan that we bought brand new in 2007.
    It is 3 years old and the engine is going out of it?
    Why is this?
    You say thatDodge is Ram tuff!
    Well I have avery diferent opinion!
    Should be that you all would replace this van for free!
    Very dissatified customer!

  • SUBLIME

    Hey Nancy, if it is a 2007 minivan then it should have the lifetime powertrain warranty or at least the 5 year 50,000 mile warranty so just take it in and get it fixed at the Dodge Dealer. If you bought it used, then that is the problem with buying things used. Who knows what somebody did to it before you bought it.