American performance returning to center stage is the message of new television advertising for the new Dodge Durango. Numerous spots will begin airing this week all of which will emphasize that “The SUV is Back.” “In all of our advertising campaigns, we look for creative solutions that entertain the audience, capture the essence of each of our individual brands, and showcase our competitive advantages,” said Olivier Francois, Lead Executive for Marketing, Chrysler Group. “With its perfect blend of fuel efficiency and driving dynamics, spacious seating for seven, and best-in-class power and towing capacity, no other sport utility on the road compares with the all-new Dodge Durango,” said Reid Bigland, President and CEO – Dodge Brand, Chrysler Group. “Durango customers are looking for the perfect balance of functional versatility and luxury at an outstanding value, a vehicle that is spacious and flexible enough to haul three rows of passengers and their gear, but powerful and agile enough to keep it fun. It is these capabilities and features that are the focus of the new ad campaign.” The first spot, titled “Long Lost Performance,” sets up the overall campaign message, that the new 2011 Dodge Durango re-establishes performance in the SUV segment and redefines that a SUV should also deliver the perfect blend of power and fuel efficiency. “Long Lost Performance” begins with the backdrop of an abandoned, dilapidated racetrack and an announcer lamenting that the era of automotive performance in the SUV segment is gone. Just as he hears two new Dodge Durangos approaching, he changes his tone and proudly proclaims that it “sounds like performance returning to the stage.” While many may have abandoned the “sacred” institution of performance, power, handling, agility and fun, the Dodge Durango has not. The spot closes with the voiceover, “American performance. Consider yourself redeemed.” The first spot debuted during Major League Baseball’s All-Star game on July 12 and additional ads will roll out on national television beginning in August with each focusing on specific Durango product features and customer benefits. With the broad appeal of the Dodge Durango, the media schedule will cover a wide variety of programming including national television and cable channels. The campaign includes a radio spot airing nationally on ESPN and follows regional billboards and print advertising first launched in the spring.