Mayfield Commercial: Creative digital effects and design studio Ring of Fire contributed to a dynamic spot for the new Dodge Intrepid SXT via ad agency BBDO Detroit. The spot, entitled “Co-Pilot,” was created in :30 and :23 versions and features NASCAR Winston Cup driver Jeremy Mayfield. “Co-Pilot” began airing in December. The spot opens with a man cruising along in a red Dodge Intrepid on a two-lane road. As he approaches a big rig truck, he decelerates and watches the speedometer fall to 40 mph. Suddenly, a small apparition of racecar driver Jeremy Mayfield appears on the man’s right shoulder. “Son, you drive like my granny,” Mayfield exclaims. “That’s no canned ham under the hood. That’s 250 horses!” The man nods in agreement. “Well then, pass him,” Mayfield insists. The driver steps on the gas and proceeds to overtake the truck as the voiceover states, “Dodge Intrepid SXT, with best-in-class horsepower and a little racing attitude.” After the successful pass maneuver, the man and his little guardian Mayfield stare, mouths open, as an attractive woman drives by in the opposite direction in a matching red Dodge Intrepid. “Man, I gotta go,” Mayfield declares as he disappears in a poof. The energetic spot concludes with the Dodge logo and the tagline “Grab Life By The Horns.”(Design in Motion)(12-19-2002)
