Instructions on How To Make a New Car by Dodge
The Dodge Dart may have faded away from production lines in 1976, but a 2013 model is on the way, hot on the heels of a new ad, which illuminates the inherent difficulties of inventing a version 2.0 from scratch.
“How to Change Cars Forever,” created by Wieden+Kennedy Portland, takes the form of a self-aware instructional video about achieving the titular feat, specifically as it relates to Dodge’s clean slate approach to the new Dart. The fast-paced clip starts with the image of a man searching for an idea, and uses dramatic reenactments and stock footage to illustrate how that idea was molded, tested, improved upon and made into reality. (Hint: it involved lots of coffee and ejections of committees.)