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You can’t go to Europe with an American, fuel inefficient, muscle car like Dodge at a time when they dislike America and advertise just like everyone else. 

So our goal for the European introduction of Dodge was to get the world’s attention and hold it with a mysterious, viral campaign that challenges the imagination while branding the car.  Five of the ads show no vehicles.  The closest they come to identifying a sponsor is the depiction of a skin rash that resembles Dodge's ram's-head logo.

The campaign centers on an epidemic of mysterious, angry-red rashes in the shape of Dodge’s famous Ram logo that, when contracted, cause the victim to violently head-butt everything from husbands and bathroom sinks to grandmas.

The six short films got more 90,000 hits in one day on YouTube and drove people to the RamRash website where they could test drive the car.

The sales results were so incredible that campaign was expanded from Europe to Asia to 80 countries including the United States.