Dodge will be sponsoring a seven-a-side full contact football game featuring lingerie-clad models next year. Having already received criticism for an earlier campaign, just how far will some companies go to market their products?
DaimlerChrysler brand Dodge will be sponsoring a seven-a-side full contact football game featuring lingerie-clad models in the US next year. Having already received criticism for an earlier campaign, just how far will some companies go to market their products?
Featuring Team Euphoria and Team Dream, with their very curvaceous (and definitely more good-looking than usual) quarterbacks Angie Everheart and Nikki Ziering, the game will be played on an arena-sized field with an audience. It will be aired at half time in the Super Bowl game.
Called “Lingerie Bowl 2004”, the full contact “tackle” game will show each team, comprised of 13 busty and leggy models, fighting it out. The teams will be coached by former NFL stars Lawrence Taylor and Eric Dickerson.
Dodge has not been the model advertiser of late. A recent campaign caused a stir when it featured two men at urinals talking about size, and a spokesman for the company said that it was preparing itself for more criticism with its latest campaign.
While Dodge’s new marketing director, Joe Eberhardt, said earlier this year that Dodge needed to balance its macho image yet still appeal to family buyers, he admitted that it had decided to target males with the latest campaign.
“We definitely skewed it towards males, but that is fine,” Eberhardt said. “If all of a sudden we lose female Caravan buyers, it would be an issue. I don’t think we have.”
Dodge is primarily a light truck producer, though the Caravan minivan is a popular family vehicle.
