A new ad campaign premiered this week for the 2014-'15 Dodge Dart staring actors Craig Robinson and Jake Johnson.
The series of almost two-dozen commercials for the "Don't' Touch My Dart" campaign range from five-second TV billboard ads to 30-second commercials.
Commercials premiered during hit shows like "Under The Dome," "NY Med," and "America's Got Talent."
Spots can also be seen online on Dodge's official YouTube page.
"For the youthful mindset that is our Dart target, we will share fun and engaging stories about a highly protective Dart owner and the untouchable status of his prized possession, his beautiful new Dart," said Olivier Francois, Chrysler chief marketing officer in a statement this week.
In the next couple of weeks, more commercials will be introduced on a number broadcast and cable television stations.
Dodge says that it is also partnering with CollegeHumor.com for exclusive airing for a number of ads that are more "suitable for a mature audience."
Robinson, best known for his roles in "The Office" and "Hot Tub Time Machine" and Johnson, one of the stars of "New Girl" and the recently-released "Let's Be Cops," teamed together for the first time in the Dart campaign.
The point of the ads is that Robinson has just purchased a new 2014 Dodge Dart, and he's being a little too overprotected.
When his "best-friend-slash-neighbor" Johnson tries to get close to the vehicle, Robinson goes to great lengths to stop him.
"Throughout each chapter in the story the audience will learn about Dart's key product advantages and innovative features. At the end of the day our objective is to educate, drive awareness and ultimately support sales," said Francois.
The 2014 Dart SE FWD can be purchased now at your local Dodge dealer. Interested customers can expect to pay $16,985, including $995 destination fee, for the new vehicle.
The 2015 Dodge Dart should hit dealerships sometime during the third quarter, according to Edmunds.
Pricing for the 2015 vehicle hasn't been announced yet.
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