Ad of the Day: Dodge

The brand hides three Journey crossovers across America. You find one, you keep it

Headshot of Tim Nudd

As we've noted before, plenty of ad campaigns these days take a stand against the Internet and all things virtual—and admonish you to get outside already and have an authentic real-world experience. Dodge joins that group with this new effort from Wieden + Kennedy. Yet it doesn't just pay lip service to the idea of finding value in the great outdoors. If you leave your house and explore a little, you might find a car you can keep for free.

The videos below introduce the contest and explain the rules. Dodge has hidden three Journey crossovers across America—one each in the West, Midwest and East. You find one, you win it. Subsequent TV spots, breaking on Sept. 10, Sept. 16 and Sept. 23, will reveal details on where each of the vehicles is headed and where it can be found. There will be clues in nearly every frame of each commercial about the vehicles' ultimate destination.

In the launch spot, in his familiar disdainful deadpan voiceover, Dexter's Michael C. Hall refers to the Journey family crossover as the "search engine for the real world." But of course, even with its love of the great outdoors, Dodge doesn't hate the Internet entirely. There's a big online component to this campaign. At, you can watch more videos as well as a 24/7 live camera feed of the hidden vehicles, all of which will reveal additional clues. A partly Internet-based scavenger hunt about how you should get off the Internet? It's a little absurd. But then, auto brands have more of a right than most to be anti-Web, even if they employ it as a necessary evil.

Otherwise, the contest should be fun and engaging, and was presumably relatively cheap to pull off. "All you have to do is get out there," says Hall. So, close this Web page and get the hell out of Dodge.


Client: Dodge

Project: "Search Engine for the Real World"


Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Aaron Allen, Joe Staples, Michael Tabtabai

Copywriters: Greg Rutter/Casey Hall

Art Directors: Mike Giepert/Beth Fujiura 

Executive Producer: Corey Bartha

Agency Producer: Aime Graham

Account Team: Thomas Harvey, Lani Reichenbach, David Newsome, Randy Ortiz

Executive Creative Directors: Mark Fitzloff, Susan Hoffman

Agency Executive Producer: Ben Grylewicz

Production Company: Biscuit

Director: Steve Rogers

Executive Producer: Holly Vega

Director of Photography: Toby Irwin

Editorial Company: Joint

Editor: Tommy Harden

Post Producer: Ryan Shanholtzer

Post Executive Producer: Patty Brebner

VFX/Online Company: Method Studios

Lead Artist/Online Editor: Aidan Thomas

Executive Producer: Robert Owens

Producer: Colin Clarry

Composer/Artist: John Fahey

Song: "Dance of the Inhabitants of the Invisible City of Bladensburg" from the album Yellow Princess

Mix Company: Lime Studios

Mixer: Loren Silber


Agency: Wieden + Kennedy, Portland, Ore.

Creative Director: Aaron Allen/Joe Staples/Michael Tabtabai

Digital Director: Iain Tait

Copywriter: Greg Rutter

Art Director: Mike Giepert

Copy Writer: Mike Egan

Producer: Patrick Marzullo

Account Team: Thomas Harvey/Lani Reichenbach/David Newsome /Randy Ortiz

Executive Creative Directors: Mark Fitzloff/Susan Hoffman

Agency Executive Producer: Ben Grylewicz

Information Architect: Michelle Childs

Production Company: Digital Kitchen

Creative Director: Demetre Arges

Director: Matt Mulder

Line Producer: Donna Waxstein

Producer: Sarah Shipley

Director of Photography: Morgan Henry

Editor: Slavka Kolbel

Development Partner Company: Digital Kitchen

Executive Creative Director: Matt Mulder

Technology Director: Alaa Mendill

Producer: Sarah Shipley

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: September 9, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT