Cannes Lions

DODGE VEHICLES

DONER, Southfield / CHRYSLER / 2011

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It’s not often you have a chance to be part of one of the greatest comebacks of all time. Chrysler Group LLC was in the midst of a turnaround at the end of 2010. The company was gaining momentum but needed a big finish. And, that’s exactly what we gave them. Rather than develop loud, obnoxious holiday advertisements that focused solely on sales price points, we decided to take a humorous shot at traditional holiday hoopla using the patented Dodge attitude through the use of wry and relevant humor delivered by the master of deadpan cadence, Michael C. Hall. In “Punch,” viewers watch as two Dodge vehicles decorate a holiday tree in a way that has never been seen before – by spinning doughnuts around a giant evergreen, making a burn-out tree skirt. This visual in tandem with the sarcastic voiceover makes a holiday event spot like no other.During a month filled with holiday clichés and event clutter, “Punch,” was able to break through the faux and hit its audience squarely on the chin. Not to mention showing the world how to decorate a Christmas tree in less than 10 seconds.

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