Dodge Goes From Zero to 100 in W+K’s Latest Comical Dart Spot

Building a car, step by step

Dodge Dart hits the bull's-eye with this spot from Wieden + Kennedy and Caviar director Keith Schofield that demonstrates how to make the vehicle in "100 Easy Steps." "Step 1: Study the competition," says the voiceover. "Step 2: Get angry—they're boring. 3: Make a car from scratch, the Dodge way." The remaining tongue-in-cheek instructions include driving the vehicle through a brick wall and putting pictures of it on schlocky promotional calendars, preferably surrounded by bikini gals and hunky firefighters rather than cuddly puppies—woof! (Those preferring a single step can take their cue from a previous Dodge spot and travel ahead in time to a date when the Dart of their choosing has already been made by somebody else.) W+K's campaigns for Dodge are underrated. The work's been consistently amusing and offbeat for the category, while staying on-brand and avoiding the kind of full-throttle, pedal-to-floor tomfoolery that could easily go off track. Credits below.


Client: Dodge Dart

Spot: "100 Steps"

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Aaron Allen, Michael Tabtabai, Kevin Jones

Copywriters: Justine Armour, Matt Rivitz

Art Directors: Matt Moore, Gianmaria Schonlieb, Tyler Magnusson

Producer: Erika Madison

Account Team: Lani Reichenbach, Cheryl Markley, Jourdan Merkow

Executive Creative Directors: Susan Hoffman, Joe Staples

Agency Executive Producer: Ben Grylewicz

Production Company: Caviar

Director: Keith Schofield

Executive Producers: Jasper Thomlinson, Michael Sagol

Line Producer: Eric Escott

Director of Photography: Jeff Cutter

Editing Company: Joint

Editor: Tommy Harden

Post Producer: Ryan Shanholtzer

Post Executive Producer: Patty Brebner

Assistant Editor: Steve Sprinkel

Visual Effects Company: Method Studios

Lead Flame Artist: Claus Hansen

Flame Artist Assist: Sergio Crego

Visual Effects Producer: Ananda Reavis

Music, Sound Company: Joint

Sound Designer: Tommy Harden

Song (if applicable): "Atlas" by Battles

Mix Company: Eleven

Mixer: Jeff Payne

Assistant Mixer: Ben Freer

Producer: Caroline O'Sullivan

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.