Yesterday I mentioned that I was impressed by the new Dodge Charger advertising that debuted during the Super Bowl, and I really was. Not so much for the execution itself, but for its insights into relationships and driving psyche among its target audience. The advertising is a bit sexist, on both sides of the fence, but it was still insightful and very well targeted.

What I didn’t realize at the time is that the television is just tip of the iceberg. Dodge Charger is launching an entire initiative toward men, a certain kind of men, presenting the vehicle as the “man’s choice” in the car category. Interesting.

And they are including something that I have not seen before … a beard growing contest! Yes, a beard growing contest. To quote the brand, “be the master of your own face!”. I guess that goes hand in hand with the mantra of the advertising … “drive the car that you want to drive”.

The contest takes place on Facebook where guys will submit pictures of their beards after a period of six weeks. Fans will vote on who has the best “Super Beard”. I’m not sure that I relate to the messaging, but it sure is well targeted and quite a brand experience.

Let’s see if it sells cars.

What’s your experience? Jim.