Falling in Love with a Dodge Dart

Falling in Love with a Dodge Dart


In this series of ads, nothing is said about performance, style, or comfort.  Viewers simply learn that likeable, ordinary people become quite pleased with, proud of, and protective of their new Dodge Dart.  Viewers infer the performance, style, and comfort that must underlie that emotional relationship.  A good ad doesn’t claim what viewers will infer.  A claim would be far less effective than the inference.

Viewers also learn that a new Dodge Dart makes others envious.  The strange behavior of the covetous neighbor reveals the relationship the owner has with his new car.

These nice, simple ads suggest that, if viewers buy a new Dodge Dart, they can expect to fall in love and make their neighbor envious.  They work.

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