Dodge to Launch New Attitude-Packed Ad Campaign During NFL Monday Night Football on September 24

    AUBURN HILLS, Mich., Sept. 21 Advertising for the Dodge
brand will take on an aggressive new look and attitude starting Monday,
September 24, during the season debut of NFL Monday Night Football on ABC.
    Using the brand's new "Grab Life by the Horns" themeline, Dodge television
advertising will combine edgy black and white images, music by Aerosmith and
introduce the "New Mayor of Truckville," the next-generation Dodge Ram.
    "The creative treatment gives the Dodge ads a real American truck
attitude," said Julie Roehm, Director, Dodge Marketing Communications.
"They're proud, tough and full of energy.  We've distilled the true American
essence of Dodge and focused on our can-do attitude."
    Two 30-second television spots will run during Monday night's game, while
the print campaign is scheduled to break simultaneously.  Print ads include an
eight-page USA Today newspaper insert, dubbed by Roehm, a "print-acular,"
featuring the 2002 Dodge Ram, which went on sale this month.
    Dodge's two television ads, "Reflections" and "Truckville," have a
monochromatic look and feature cinema-caliber, computer-generated image (CGI)
effects that highlight the bold looks of the all-new Ram.
    In the spot "Reflections," Monday Night Football viewers will see an
overhead shot of the next-generation Ram -- "The Mayor" -- and a Freightliner-
pulled Aerosmith tractor-trailer speeding toward a cityscape, later identified
as "Truckville."  As the camera swoops in, viewers catch a side portrait of
the "Mayor" in a reflection from the Freightliner's mammoth hubcaps as the Ram
overtakes the Aerosmith semi entering the city.  As it powers through the city
streets the Ram takes an aggressive 180-degree spin to stop at the doorsteps
of Truckville City Hall.  The spot ends by introducing the new "Mayor of
Truckville," showing the 2002 Dodge Ram standing proud in front of City Hall
and finishing with the themeline "Grab Life by the Horns."
    The "Reflections" spot features Aerosmith as part of the Dodge/Aerosmith
alliance announced in June 2001.  Aerosmith will continue to play a highly
visible role in Dodge advertising and other consumer marketing programs.  The
fully integrated partnership includes Dodge sponsorship of Aerosmith's 48-city
"Just Push Play" concert tour, promotions and vehicle displays.  The
partnership is the first of its kind for Aerosmith.
    "Aerosmith in many ways embodies the Dodge image -- a great American band
and a great American brand," said Jim Schroer, Executive Vice President,
Global Sales and Marketing, DaimlerChrysler Corporation.  "Both represent the
rebellious and youthful energy that great rock and roll bands and great car
brands, like Dodge, have come to represent."
    The second television spot, titled "Truckville," depicts the Dodge Ram
pickup from a bird's-eye view as it drives through the city of "Truckville."
The ad demonstrates the Ram's handling, power, and bold styling.  In the end,
the viewer sees the entire city driving 2002 Dodge Ram trucks.
    "Both ads feature the rock and roll sound of Aerosmith, specifically the
title song 'Just Push Play'," said Bill Morden, Executive Vice President,
Chief Creative Officer at PentaMark Worldwide.  "The music and visual elements
do a great job of demonstrating the new Dodge Ram's bragging points such as
power, performance, handling and braking."
    PentaMark Worldwide, located in Troy, Michigan developed the new look and
feel of the entire advertising campaign for the 2002 Dodge Ram launch.
    In addition to Monday Night Football and other top prime-time shows, Dodge
television ads will also run during TBS "Man-Made Movies," college and NFL
football, NHL broadcasts, Sports Afield, USA Network, VH1, "Movies for Guys
Who Like Movies," In-Fisherman, Hunting & Fishing Outdoors and televised PRCA
rodeo events.  Other Dodge brand spots will debut later this Fall.
    A new print campaign was developed using the same "Grab Life by the Horns"
theme.  The ads position the 2002 Dodge Ram as "The New Mayor of Truckville,"
while headlines like "That's Mister New Ram to you," "Storage that puts the
competition away" and "Rammunition" embody the new "street-smart" attitude at
Dodge.
    "We've taken a much edgier tone with the new ads for the whole brand,"
added Roehm.  "We're not shying away from poking fun at conventional wisdom or
asserting our advantages over the competition.  We'll do it very tongue in
cheek."
    Dodge is the third-largest automobile brand in America, selling over 1.5
million vehicles in the 2000 model year.  Its 10-product portfolio includes
the all new 2002 Dodge Ram pickup; the best-selling minivan in the world,
Dodge Caravan; and the ultimate American sports car, the Dodge Viper.

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