Ads We Like: Dodge celebrates Shark Week by staying out of the ocean and in the parking lot

Plenty of advertisers jump on the Shark Week bandwagon, and some do it with more sizzle than others. Dodge is having plenty of fun with its latest campaign during the popular predator TV viewing fest.

Dodge has launched a tongue-in-cheek commercial for Shark Week which drives home the point that sometimes, it’s best to stay out of the water and stick to the streets.

Created by Austin-based agency GSD&M, ‘Asphalt Party’ sees people bringing the beach to their Dodge and it’s surprising what they can recreate on the pavement. Directed by Jason Woliner, the spot opens with a man jet skiing as close to open water as he can get – in a portable swimming pool in a sunny parking lot as another person asks to join him. Cut to a little girl building rock and debris castles, while a snorkeler splashes about in a baby pool, an old man uses a metal detector on cars and a group plays asphalt volleyball. Couples are also seen sunbathing on the blacktop between different Dodge models and one guy is even getting ready to launch his parasail with his muscle car, to a comment of, “probably not a good idea Dave!”

Austin post production company, TBD Post, was brought on to edit, color grade and sound design the spots.

Sound designer at TBD, Dusty Albertz, who engineered the mix for the spots, said: “I’ve worked on a handful of Dodge campaigns and they’re always fun to design and mix. This was a little different though because while we had the cars doing a number of tricks, the bulk of the design was creating many layers that build up the beach-like environment and activities of people in the parking lot.”

Added TBD editor, Andrea Mendoza: “The music was an important consideration in these commercials, not only to allow the sounds of the cars to be heard clearly and boldly but also to point toward summertime and the comedic rhythm of the narrative. Music wasn't necessarily a challenge, but we knew it was important to feel like summer and lend itself to comedy without being over the top. It took quite a bit of digging, but I think we found a great track that was fun, summery with a nod to comedy,” she said of the retro-beach party music.

‘Asphalt Party’ will run on TV and online channels for the entirety of Shark Week.

Dodge: Asphalt Party by GSD&M

Added 25 July 2018
Agency: GSD&M
Overall Rating
5/5 Vote

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.