Starting last weekend, Chrysler began airing a new series of ads for the Dodge Charger. They are focusing on the “manly” attributes of the sedan and eschewing stuff like the cupholder count and texture of the dashboard plastic. These ads are a lead-up to the “big finish” which will be a Super Bowl ad for the Charger. As it turns out, Chrysler is the only car company to have bought ad time at the Super Bowl, here’s hoping they make the most of it.

AdAge.com is reporting that Weiden and Kennedy, an Oregon-based advertising agency, is behind the ads and the new direction for selling the Charger to America. We’d say that these ads are far better than the awful junk that has been airing for the Jeep brand over the last few weeks. It doesn’t feature a middle-aged father at a skateboard park, so that is a step up.

There is apparently a new Charger in the works from Chrysler/Fiat. That’s a good thing because this current version is really getting long in the tooth. Moving the message from “family hauler” to “muscle car” may draw in a segment of the buying public that lost sight of the Charger a few years ago.

Below is video of on spot which aired during the NFC Championship game last Sunday.

Thanks for the video tip, BangShift.com member Arrowhead!

Click here to read the story from AdAge.com about the Charger’s new ad direction.