In 2008, Tony Scott created a high-octane action commercial for Dodge entitled, “LAUNCH”, which kicked off a campaign showcasing the new Dodge Ram truck.
The spot is classic Scott, through and through. The image is high in contrast, with saturated colors that skew warm. The camerawork is handheld, or mounted to helicopters for some truly epic framing.
This is a spot that knows its target audience. Featuring regular guys wearing t-shirts with traditionally-male professions emblazoned across their chests (cowboy, fireman, etc.), these dudes bomb down treacherous hills and blast through structures with reckless abandon. Set that to some heavy rock music and top it all off with a massive explosion, and you’ve got the ultimate guys’ commercial. And whose sensibilities are better suited explicitly to guys’ tastes than the guy who directed TOP GUN and CRIMSON TIDE?
It’s easy to argue that Scott took the job as a quick way to make some money doing what he does best, but it’s hard to deny that this commercial must have been an absolute blast to shoot. It’s a fun embodiment of Dodge as a brand, directed by one of the best action directors in history. Win win.
DODGE RAM: “LAUNCH” isn’t available as a video embed, but can be watched in full here.