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“Viral” Wisdom

Centenarians star in Dodge brand’s new video

May 21, 2014

Ethel Preston

Ethel Preston, born in 1907, is one of the centenarians in the Dodge brand’s new ‘Wisdom’ video

Can you recall the best advice someone ‘older and wiser’ has ever given you? There is reason certain phrases like ‘patience is a virtue’ or ‘actions speak louder than words,’ are passed down; insightful sayings often resonate with different generations regardless of age. If you happened to miss out on some sound advice in your youth, don’t worry, the Dodge brand has found a way to share a few pearls of wisdom from a wiser generation.

To celebrate its 100th anniversary this year, the Dodge brand revealed a new video starring a group of centenarians aptly named “Wisdom.”

The video debuted during the unveiling of the all-new 2015 Dodge Challenger and Charger at the New York International Auto Show, and quickly become a viral hit amassing more than 4 million views in less than 24 hours.

This broke the 24-hour record views previously held by iconic FCA US LLC Super Bowl commercials such as “Born of Fire” (790,258 views) “Farmer” (542,817), “Whole Again” (321,798), “Halftime in America” (444,420) and “America’s Import” (246,603).

The original “Wisdom” video went online at 11:30 a.m. EDT on Thursday, April 16 with a “director’s cut” posted at 3 p.m. that same day on the brand’s social media channels, including Facebook, Twitter and YouTube, before it quickly went viral.

To commemorate the brand’s century mark, the ad honors centenarians and celebrates their 100 years, giving them voice to offer hard-earned words of wisdom to viewers: “I want to tell the world what I have learned.” “Learn from your mistakes.” “Live for now.” “Because life is good, you make it good.” “There are miracles all around you.”

As the spot progresses, their words begin to take on more attitude and defiance, as the sounds of an engine roars in the background. “Keep your eyes open and sometimes your mouth shut.” “Be Strong.” “Don’t complain.” “Don’t always do what you’re told to do.” “Don’t be afraid.” “Suck it up!” “Hesitate and you lose!” “Be a bad boy!” “Raise hell!” “Put your pedal to the metal.” “Live fast!” “And never, ever forget where you came from.”

“You learn a lot in 100 years,” the on-screen tag says as a 2015 Challenger screeches out of the frame. “Dodge. Born 1914” the final tagline reads.

“This video shows the power of the story-telling and human connection at its best,” Olivier Francois, Chief Marketing Officer, said. “There is no other brand that could do ‘Wisdom’ because there’s only one Dodge. It has a DNA that’s just not like the others. And, like the centenarians featured in this video, it’s got 100 years of attitude behind it.”

Visit the Dodge website to learn more about the 2015 Dodge Challenger and 2015 Dodge Charger.