Watch John and Horace Dodge battle it out in a century-long car chase that takes them through the history of their most bad-ass vehicles, ending in an epic duel between the latest cars to continue their legacy: the 2015 Charger and Challenger.

Craig Robinson won’t let anyone touch his Dodge Dart, in the real world or online. At donttouchmydart.com, Craig protects his Dart each time you try to get your hands on it, scolding you in 13 randomly introduced vignettes. The microsite incorporates all the Don’t Touch My Dart commercials and bonus online—only video content.

The average viewer spent nearly 3 minutes trying to touch Craig’s Dart.

11 million social media impressions

Over 14 million video views

Dart sales went up 28% month on month for the entirety of the campaign.