Dodge has been throwing playful barbs at Volkswagen for nearly two years in Charger ads that target the Passat in punch lines, yet Dodge insists it has no sinister intentions in the commercials.
Dodge has released five spots since November 2013 poking fun at VW’s family cruiser with its signature attitude.
Why has Dodge singled out the Passat? It wanted to choose a competing brand and vehicle that were polar opposites of them.
Dodge initiated the rivalry in November 2013 with the “Poster” ad, which shows the Charger emerging from a cloud of dust while the narrator says no one had a Passat poster on the wall as a kid.
Dodge released several more ads in the following months, including one that enlisted Richard Rawlings, star of “Fast N’ Loud” on the Discovery Channel.
In “Not So Fast and Furious,” Rawlings and his computerized monkey partner cracked down on a Challenger driver who was passed by a Passat. The duo pulled up in a Charger in the spot, which was released in March.
VW could only sit back for so long before responding.
VW countered in April with a Passat TDI commercial that appears to jab at the Chrysler 300’s fuel economy while subtly poking the Charger as the diesel-powered Passat zooms by it.
Dodge struck back in June with a second version of its “Morse Code” Charger spot, in which the Dodge brothers tell Passat owners through flashing lights, “I’d rather walk than drive your car.”