A New Marketing

If you watch any TV, I’m sure you’ve seen this commercial for Dodge’s summer 2007 lineup.

Rife with imagery trying to create associations and evoke feelings for the brand (hockey player collision?), the ad does a pretty good job of getting across the vibe that Dodge is going for. But the real trick is the song, Lifehouse’s “First Time”, that plays during the 30 and 60 second spots.

Lifehouse’s new album has been on the billboard top 100 for 11 weeks, and the song “First Time” has been on the hot digital list for 13 weeks. This is a song that’s popular now, which means it’s getting a lot of radio play and a lot of downloads. And even though I’ve only seen the actual commercial a handful of times, every time I hear the song on the radio or on a computer, I think of Dodge immediately.

Dodge has created a Brand Hitch. Now people have seen the commercial, and they will start to think “Dodge” every time they hear that catchy song.

While not entirely novel, it was a smart idea for a brand that’s always fighting for mental real estate. So what other opportunities are there for a Brand Hitch? Where else can you attach your brand to something without creating a negative association or killing good will? Might be worth looking for a free ride.