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The Barrett-Jackson Auction Company has been cast in one of the starring roles for the new Dodge Charger national television campaign “Unleashed.” The 2006 Charger SXT will be featured in a commercial set during the Barrett-Jackson “World’s Greatest Collector Car Event” in Scottsdale, Ariz. The new Dodge Charger campaign launches today.

“Our auction is a barometer for the collector car hobby,” noted Craig Jackson, President of the Barrett-Jackson Auction Company. “That’s why automotive manufacturers have brought exclusive and concept versions of their vehicles to our events for years. DaimlerChrysler has been involved with Barrett-Jackson because they recognize that the people who participate in this hobby are savvy consumers with a passion for special automobiles. It’s appropriate to use our auction as part of their marketing campaign since Hemi-powered cars have been propelled to celebrity status at Barrett-Jackson automotive lifestyle events over the past few years.”

The Barrett-Jackson commercial is staged at the Scottsdale auction with the Hemi-powered Charger SXT crossing the block. As the tension of the bidding mounts, a customer and dealer stand next to the Charger, taking in the action with wide eyes. The auction turns into a dealership showroom, with the two men standing next to the powerful vehicle while the bustle and excitement fade away. The customer leans forward and smiles as he takes in the low sticker price one more time.

The inclusion of the Barrett-Jackson Scottsdale event demonstrates the influence that the company holds in the collector automobile world. With over $84 million in sales during its 2005 auction events, experts, owners and buyers follow the company’s activity to spot trends in the market. Full results from both 2005 auctions can be found at