Barrett Michael
writer | creative director
It started with a new tagline that became a rallying cry for performance-obsessed, muscle-loving power junkies everywhere.
To launch the platform, we partnered with Vin Diesel, who used his Fast & Furious cred to rally the Brotherhood of Muscle.
While brands like Ford and Chevy try to make something for everyone, we put our foot down and said, “if we were for everyone, we’d be for no one.”
We partnered with Dodge enthusiast Billie Eilish to launch her new single “Oxytocin” a day before her new album dropped. She liked the work so much, she posted it on her IG account (we didn’t even have to ask), helping us reach her over 100 million followers.
We celebrated Dodge’s legacy of American muscle with customized tires to created red, white and blue burnouts.
These colorful excerpts from real Dodge reviews are more true than any headline we could ever write. So we turned them into a print campaign.
Domestic. Not Domesticated. isn’t all action and adrenaline. We explored the funny side of the platform in these collaborations with Shark Week and Apple Music.
“Vin Diesel’s gritty new Dodge ads are the cure for Matthew McConnaughey’s verbal diarrhea.”
“Dodge declared ‘most loved brand’ on Facebook.”
“Dodge, Billie Ellish team up for new ad campaign featuring music from her second album.”