The Dodge market launch campaign contains the viral film “Let rip”, which was publicised via the Web. The concept is aimed at men and clearly addresses the young target group, persuading them to send the film to their friends. In the commercial, two young men are drinking the Dodge drink “Let rip” in a sitting room. They embark on a burping competition, each trying to beat the other. But the burps don’t sound real – they resemble starter motors and engines. A female protagonist then quietly appears in the background and beats both of them with a spectacular fanfare-style fart.