Dodge Shows Startups the Power of Advertising

There is no doubt that Dodge and the team from Wieden + Kennedy have produced a great piece of advertising for the Dart. But as I was watching it … as I was listening to the sparce copy that was voiced with just the right amount of self-deprecation and assurance, I couldn’t help but think that it was describing the world of the startup entrepreneur.

Watch it – because it’s great. Then, play it again and listen with your eyes closed. Don’t think cars. Think startups.

What do you hear?

Start with a simple idea. Stop thinking. Start doing … Drink more coffee. Build a prototype. Mould it shape it. Hate it. Start over …

Now, despite the hype and energy around startups, I often wonder why they don’t take a small proportion of their often overblown valuations and invest in advertising. And I don’t mean advertising for themselves … I mean in brand building for the sector. Surely there are some grand stories to be told and some people to inspire.

If the car industry was the powerhouse innovator of the 20th Century economy, then surely we should look to the startup industry in the 21st. It’s about time we told some stories.

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