Learn about all the fun things you can do in a Dodge truck or van in this famous 1970s marketing campaign.
We’re not even going to go there. When Dodge conceived this clever marketing program in 1976, the term “adult toy” did not have quite the singular meaning it enjoys today. The Chrysler car and truck division was only suggesting that while the muscle car era was truly over, there were other ways for grownups to have fun with Dodge products—especially the pickups, vans, and sport utility vehicles. Surfing, camping, picnics, vanning, off-roading, you name it. The Adult Toys campaign went wall to wall in print and television across the USA from 1976 through 1980. “Remember when you used to play with trucks? You still can,” the ads proclaimed.
In this 1977 spot we see the Ramcharger, Dodge’s short-wheelbase sporty utility introduced in 1974, the highly customizable Street Vans, Ram Four by Fours, the all-black Warlock pickup, and the Macho Power Wagon—a Power Wagon with special paint and graphics and a factory roll bar. Yes, the name really was Macho Power Wagon. All these vehicles, shown gathered up for a helicopter shot on a lake at the end of the spot, will “make you feel like a kid again. No kidding,” the print ads declared. The actors look like they’re having a lot of fun, anyway. Video below.
Much of the look of these was indeed found in actual children’s toys of the time. There were even toy custom vans whose doors opened to show the bed inside. Don’t ask what 5-year-old me thought went on inside, I didn’t guess right…
the local Dodge dealership (Dodge World) was right near our neighborhood and we used to skateboard on the ramps to their showroom, the custom vans were their raison d’e etre at the time; the showroom was surrounded with them along with a few of the flashier pickups was the front line, the Aspens, Omnis, Diplomats and even the rebadged Mitsubishis were parked behind them in the lot of stuff that doesn’t sell for the birds to poop on
When Dodge owned the van market, always outsold Ford, Chevy & VW. A new Dodge Street Van included a kit with plans, factory part numbers and all the templates to convert it into a proper show quality shaggin’ wagon…