New Dodge spot from GSD&M celebrates frontliners

As part of the One World: Together At Home which was globally televised last Saturday to support frontline health care workers and the World Health Organization, FCA premiered a new commercial for Dodge. The 30-second video, “Strength,” created by GSD&M, aired during the two-hour TV special as part of the globally televised and streamed event in support of the fight against the COVID-19 pandemic.

The historic broadcast was hosted by Jimmy Fallon of The Tonight Show, Jimmy Kimmel of Jimmy Kimmel Live and Stephen Colbert of The Late Show with Stephen Colbert.

The One World: Together At Home included host Lady Gaga, Alanis Morissette, Andrea Bocelli, Billie Eilish, Billie Joe Armstrong, Burna Boy, Chris Martin, David Beckham, Eddie Vedder, Elton John, FINNEAS, Idris and Sabrina Elba, J Balvin, John Legend, Kacey Musgraves, Keith Urban, Kerry Washington, Lang, Lizzo, Maluma, Paul McCartney, Priyanka Chopra Jonas, Shah Rukh Khan and Stevie Wonder. 

“As an automaker and global citizen of the world, it’s our duty to encourage our drivers to stay off the road, when possible, to help protect the health and safety of all people, including those on the frontline of this crisis,” said Olivier Francois, Chief Marketing Officer, FCA. “We also want to recognize and honor these first responders and essential workers tirelessly working to ensure that when we return to the streets that we return to them safely.” 

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The Dodge brand’s spot honors the essential workers on the frontline of the crisis, including paramedics, police, firefighters, doctors, nurses, grocery workers, utility workers and freight drivers. The video will also anchor the Dodge brand’s ongoing #TheMuscleBehindUs social media campaign running across its Facebook, Instagram, Twitter and YouTube channels.

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FCA brands Alfa Romeo, Chrysler, Dodge, FIAT, Jeep and Ram recently launched individual social media campaigns to encourage drivers to stay home, when possible, and to support all essential workforces on the frontline of the crisis. 

The brands will run social media content on Saturday as the multi-hour television and digital streaming event takes place. Additionally, last week FCA launched its living room performance series #MusicMonday to entertain and to encourage people to pledge to stay at home for loved ones. 

In March, FCA announced that the company is in the process of converting its first plant to produce 1 million face masks per month for donation to first responders and health care workers.

More recently, the company expanded its support of coronavirus-relief efforts, focusing on two principal areas: providing 1 million meals to school children across North America and support for a range of technical, logistical and manufacturing programs, such as face mask production.