With all the drama and high production value of one of the brand’s Super Bowl ads, FCA’s Dodge division has launched new commercials that put the focus squarely on performance.
In new 90- and 30-second spots that will air on the big and small screen the “Predators” ads are designed to push a clear message of performance.
“The Challenger and Charger Hellcats and Dodge Viper are halo vehicles – they make bold statements about the attitude and personality of the full Dodge lineup,” said Olivier Francois, Chief Marketing Officer for Fiat Chrysler Automobiles. “The high-energy driving and aggressively shot images in ‘Predators,’ matched with a haunting soundtrack, leave little doubt in anyone’s mind that Dodge is America’s mainstream performance brand.”
Highlighting the 206 mph flagship Viper GTS supercar as well as the new and outrageously powerful 707 hp Charger and Challenger Hellcat models, the ad opens to sinister shots with a voice over that says, “We don’t have to worry about predators like our ancestors did. No sabre-tooth tigers stalking from the brush. . . no dire wolves circulating the camp.”
Then the cars take center stage to the dramatic sounds of the ‘80s classic “In the air Tonight,” before the voice over continues, “There are no more monsters to fear, so we have to build our own.”
Shot in Miami using drones, a helicopter and even another Hellcat model as a camera car, the 90-second ad will first air in select movie theaters starting July 3rd with the 30 second spot starting July 5th on major networks including A&E, Bravo, Discovery, Velocity, TBS, TNT and National Geographic. The ad will also run in Times Square on Monday, July 6th and during the Major League Baseball All-Star Game on Fox on Tuesday, July 14th.
“We don’t build Hellcats or Vipers for high volume, we build them as brand positioning statements,” said Tim Kuniskis, President and CEO of the Dodge and SRT performance brands. “These vehicles may be a small percentage of our overall sales but they send a very strong message about the brand personality and attitude.”