IF YOU TRY TO TOUCH CRAIG ROBINSON'S DART...SMACK, SON!

• Humorous 'Don't Touch My Dart' campaign tells story of a neighbor's pride and respect for his new Dodge Dart, and his friend's relentless desire to touch it
• Nearly two dozen broadcast and digital spots of varying lengths will air, including several running on CollegeHumor.com through an exclusive partnership
• Campaign kicks off this week with spots airing on major networks.

Comedians and actors Craig Robinson ("Hot Tub Time Machine 2," "Mr. Robinson" and "The Office") and Jake Johnson ("New Girl" and "Let's Be Cops") team together for the first time in a new Dodge Dart advertising campaign.
Using trademark Dodge brand humor and attitude, the campaign follows two neighbors—Robinson who owns a new Dodge Dart and Johnson, who wishes he did. Throughout the broadcast and digital videos, the playful duo act out a storyline of pride, respect and envy. Robinson is happy for his friend Jake to look at his car and talk to him about it, but the moment Jake tries to touch it, Robinson becomes very protective, quipping "Don't touch my Dart."
"For the youthful mindset that is our Dart target, we will share fun and engaging stories about a highly protective Dart owner and the untouchable status of his prized possession, his beautiful new Dart," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "Throughout each chapter in the story the audience will learn about Dart's key product advantages and innovative features. At the end of the day our objective is to educate, drive awareness and ultimately support sales. Craig (Robinson) and Jake (Johnson) deliver that while maintaining the essence of the Dodge brand spirit, character and full-of-life attitude."
Nearly two dozen variations of 5-second TV billboards and 15- and 30-second commercials were created for broadcast and digital use. The first 30-second spots, "Garage Door – Mmmm," "First Scratch – Too Precious" and "Voice Touching," begin airing this week on CBS' "Mike and Molly" and "Under the Dome" (Aug. 4), ABC's "NY Med" (Aug. 7), NBC's "America's Got Talent" (Aug. 10.)
The debut television spots include:

• "Garage Door – Mmmm": In the campaign's introductory spot, no one can touch Craig Robinson's new Dodge Dart. Not even his best friend slash neighbor, Jake.
• "First Scratch–Too Precious": Some people say that you can't enjoy your new car until you get the first scratch out of the way. In this spot we learn Craig Robinson is not one of those people.
• "Voice Touching": This spot attempts to answer the age-old question: "can you touch a car with your voice?" as Robinson accepts an incoming call from Jake on the Dart's 8.4-inch Uconnect touchscreen media center.

Additional spots will roll out in the coming weeks and air on various network and cable entertainment, sports and news programs. Dodge also is partnering with CollegeHumor.com for exclusive airing of several "Don't Touch My Dart" ads that are suitable for a more mature audience.
Later in the month, DontTouchMyDart.com will transform into an interactive YouTube experience where people will find out first-hand what happens when they try to touch Craig Robinson's brand new Dodge Dart.
Some of the spots feature original music composed by Robinson.
The campaign was created in partnership with Portland, Ore.-based independent advertising agency, Wieden+Kennedy.

JACKIE ROBINSON TRANSFORMS INTO JAMES BROWN.

Universal Pictures today announced the launch of the Get on Up Tour, an authentic and immersive storytelling experience crossing the country in anticipation of the studio's upcoming James Brown biopic, Get on Up.  Beginning on Friday, June 20, fans can "Get Up," "Get Down" and "Get on the Good Foot," throughout the United States this summer in anticipation of the new film that arrives in theaters on August 1, 2014.

The Get on Up Tour is brought to life through an experience designed to inspire fans, as well as educate a new generation about James Brown's influence on popular culture by leveraging powerful visuals from the film and showcasing iconic images and memorabilia.

"Our goal with the Get on Up Tour is to entertain audiences who were directly influenced by James Brown's life, as well as to demonstrate to a new generation just how impactful he was, and remains, to modern culture," said Talitha Watkins, vice president of multicultural marketing, Universal Pictures.  "We want to engage fans in a way that authentically honors his legacy while bringing the fun and funk that he brought to global audiences."

The visuals on the Get on Up Tour will bring visitors into an experience with exciting elements and activities, including a place where attendees can record their best James Brown impersonation, a dance area that casts colorful shadows as guests show off their moves and a vinyl record tribute wall that prompts fans to capture how James Brown inspired them.

The tour will also feature a viewing area where attendees can watch clips from the upcoming release of Get on Up, as well as immerse themselves in outtakes and behind-the-scenes footage with the cast from the film's production set.  Additionally, fans can join the never-ending groove of "Can't Stop the Funk" (www.cantstopthefunk.com) by recording their moves and uploading them to a site, where they will be featured in a tribute to James Brown.

The Get on Up Tour kicks off in New York City at the American Black Film Festival June 20-22 and travels to the Essence Festival for its 20^th anniversary celebration in New Orleans on July 3-6.  The tour will return to New York on July 18.

About Get on Up

In his follow-up to the four-time Academy Award^®-nominated blockbuster The Help, Tate Taylor directs 42's Chadwick Boseman as James Brown in Get on Up.  Based on the incredible life story of the Godfather of Soul, the film will give a fearless look inside the music, moves and moods of Brown, taking audiences on the journey from his impoverished childhood to his evolution into one of the most influential figures of the 20^th century.  Boseman is joined in the drama by Nelsan Ellis, Dan Aykroyd, Viola Davis, Craig Robinson, Octavia Spencer, Lennie James, Tika Sumpter and Jill Scott.
Academy Award^® winner Brian Grazer (A Beautiful Mind, 8 Mile) produces for Imagine Entertainment, with Mick Jagger and Victoria Pearman (Shine a Light) producing under their Jagged Films banner.  Imagine's Erica Huggins (Flightplan) also serves as a producer on Get on Up, while Taylor produces under his Wyolah Films label.  Peter Afterman, Trish Hofmann, Jez Butterworth, John Butterworth, John Norris and Anna Culp serve as executive producers. www.getonupmovie.com

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