Craig Robinson and Jake Johnson Star in “Don’t Touch My Dart” Ads
Craig Robinson and Jake Johnson have joined forces to show off the Dodge Dart in a new ad campaign called “Don’t Touch My Dart.” Craig Robinson is remembered for his roles in The Office, Pineapple Express, Hot Tub Time Machine, This Is The End, and other comedy films, while Jake Johnson has gained popularity on New Girl while starring in films such as Drinking Buddies, Safety Not Guaranteed, and Let’s Be Cops. Oddly enough, the two had not teamed up professionally until the ad series for the Dart.
The basic plot of the ad series is simple: Craig Robinson has an all-new Dart. His neighbor, Jake Johnson, does not, and is insanely jealous (and reasonably so—the Dart rocks). Hilarity ensues as Johnson goes back and forth between wanting to touch the Dart and to punish Robinson for having one while he, Johnson, does not.
Dodge reports that almost two dozen versions of 5-second TV billboards and 15- and 30-second commercials were shot. Robinson, who often uses his musical talents on the screen, even composed some of the music for the commercials. The first three to air will all be 30-second spots: “Garage Door – Mmmm,” “First Scratch – Too Precious,” and “Voice Touching.” Check ‘em out below:
Craig Robinson and Jake Johnson in “Garage Door – Mmmm”
Craig Robinson and Jake Johnson in “First Scratch – Too Precious”
Craig Robinson and Jake Johnson in “Voice Touching”
Dodge has been rolling these ads out/will continue to roll them out this week during Mike and Molly and Under the Dome on CBS, NY Med on ABC, and America’s Got Talent on NBC. Viewers can also check them out at www.DontTouchMyDart.com.
More spots will be rolled out in the weeks to come, and fans will soon be able to take part in an interactive YouTube experience in which they get to try to touch Robinson’s Dart. Dodge will also be partnering with CollegeHumor for some more “mature” ads. Knowing Robinson and Johnson, these should prove to be hilarious, perhaps on par with some of the Ron Burgundy ads for the Durango.
Let’s just all be thankful that Craig has moved on from doing super weird ads (see below) for something more exciting.