Auburn Hills, Mich., Dec 22, 2006 –
“Robots” TV Spot:
Two brand heavyweights – Dodge and Rock’em Sock’em Robots™ – have teamed up in a new television ad for the 2007 Dodge Ram 1500 pickup truck. The 30-second spot, titled “Street,” features Mattel’s robots, Red Rocker® and Blue Bomber®. This is the first time that the famous red and blue boxing robots have been paired with Dodge.
“Street” begins airing Christmas Day on network and cable stations. A second, all-new 30-second spot with the robots debuts early next year. Both ads are part of a larger campaign for the Dodge Ram 1500 that will be announced in 2007.
“The Rock’em Sock’em robots are a symbol of toughness and the ability to out-last the competition, which are among the key attributes of the Dodge Ram pickup truck,” said Mark Spencer, Senior Manager – Dodge Marketing and Global Communications. “By presenting the Rock’em Sock’em Robots with the Dodge Ram in a fun and exciting television campaign, we can effectively capture the attention, but more importantly, the hearts and imaginations of truck buyers everywhere.”
“For 40 years, Rock’em Sock’em Robots has been a part of pop culture – from appearances in feature films to parodies on popular television shows,” said Cynthia Neiman, vice president of marketing, Mattel Games. “This classic game spans generations and we are excited to team up with Dodge for this ad campaign featuring the original battling robots.”
“Street” opens with animated versions of the Rock’em Sock’em Robots™ trading blows inside a boxing ring. Blue Bomber® wins after a hard right hand pops the head of Red Rocker® upward. Searching for a new opponent, Blue Bomber® tears through the ropes, bursts through the door of the building, and spots a red Dodge Ram 1500 parked on the street. The man-size robot walks to the vehicle and furiously punches the grille with both fists. The Dodge Ram doesn’t even suffer a scratch. The final blow is another hard right hand from Blue Bomber®. Only this time, the head of Blue Bomber® pops up, signaling his defeat to the unmovable Dodge Ram. The spot closes with a voice-over: “Dodge Ram. The longest lasting, most durable line of full-size pickups.”
Dodge sold more than 1.4 million vehicles worldwide in 2005. With a U.S. market share of 7 per cent, Dodge is the fifth-largest nameplate in the United States and the eighth-largest nameplate in the automotive industry. The Dodge global portfolio includes a range of cars, trucks, minivans and SUVs. In calendar year 2005, Dodge sold 10,772 units in limited markets outside North America, an increase of 19 per cent over 2004. Dodge Ram 1500 leads the way by offering all the performance, capability and reliability for truck buyers who live life on their own terms. Ram also supplies a level of innovation not found in any other pickup truck on the market.
Mattel, Inc., (NYSE: MAT, http://www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands (www.fisher-price.com), including Little People®, Rescue Heroes®, Power Wheels®, and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 42 countries and sells products in more than 150 nations throughout the world. Mattel’s vision is to be the world’s premier toy brands – today and tomorrow.