Click above for a gallery of the Baby Made on Board promo materials When we read the tip from reader Thijs B. telling us that in Belgium, Dodge is planning a Journey launch promo centered around backseat baby-making, we thought it was a big joke. So we started using our Google powers to see what else we could dig up. And guess what? It's legit.
If you go to babymadeonboard.be, you'll be greeted by the screen above, which features a play on those annoying "Baby On Board" window signs that were ubiquitous during the 80s. It's paired with a countdown timer that will zero out on the weekend of June 14, which is when the Dodge Journey officially launches in Belgium. A quick WHOIS lookup on DNS.be reveals that the site's domain name is registered to someone at the Brussels office of Proximity BBDO, a BBDO partner. BBDO is Chrysler's ad agency.
More Googling led us to a Dodge press release posted on a Belgian media portal. The car is being targeted toward men, and its launch slogan roughly translates to "Become a father, stay a man." According to the PR, Dodge suggests that "everyone try out the back seat of the Dodge Journey in a little unorthodox manner." Well, that's one way of getting folks to look past Chrysler's lamentable interiors. People whose "backseat trial" is successful and subsequently produce a newborn child 9 months after the car's launch weekend have a chance to win themselves a new Dodge Journey, and the baby's picture will be posted to the website.
We don't think that Dodge
really wants people taking special test drives out of Belgian dealerships for the purpose of steaming up the windows the old fashioned way (we can imagine porters quitting en masse on June 13th if this were the case). This particular assignment can probably be completed at home, too. To help encourage people to take action, however, all Journey floor models will have those "Baby Made on Board" signs in their windows. If you're in Belgium, are planning a family, and are in the market for a new car, you might want to (ahem) get to work on or around June 14. Maybe earlier. After all, a little practice never hurts.
Thanks for the tip, Thijs!
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