Dodge, plus Diesel, equals a match made in heaven.
Just when you thought you've had enough Vin Diesel in your life, Dodge calls on the Fast and Furious star once again to push the latest vehicles in its performance portfolio. And it’s a match made in gearhead heaven. Three new commercial spots centered around the tagline, "Brotherhood of Muscle," see Diesel take on some of Dodge’s most potent products.
The first clip, entitled "Rally Cry," shows Diesel behind the wheel of a Challenger Hellcat, doing exactly what the Challenger Hellcat does best: burnouts. The second clip is called "Monster," and touts the all-new Durango SRT for the first time, while the third, entitled "Shepherds," shows the might of the 707-horsepower (527-kilowatt) Charger Hellcat.
The three-part ad spot is previewed here by a single one-minute and two thirty-second clips, each of which will make their TV debut today, May 1, 2017. Chief Marketing Officer for Dodge, Olivier Francois, says that Diesel "is the ideal partner" to headline the new campaign, and that, "it’s a natural fit that builds on the strengths of both of us."
It makes sense given Dodge’s heavy investment into the Fast and Furious franchise. The newest film, The Fate of the Furious, saw Diesel’s character Dom Toretto pilot the all-new, 840-hp (626-kW) Demon, among other Dodge products. The film also raked in a global record debut of $532.5 million, besting even Star Wars: The Force Awakens, and Jurassic World, both of which previously held the record.
"Ever since The Fast and the Furious began, my favorite has been the 1970 Dodge Charger," said Diesel. "As Dodge is a partner in making the Fast & Furious films, I’ve gotten to know what they stand for … as well as their passion for creating high-performance cars like the Hellcats and the Demon. They’re bringing muscle back the right way and these are my kind of cars."
Actor, producer, director and screenwriter Vin Diesel, known for driving legendary Dodge performance vehicles in his iconic role as Dom Toretto in the films of the “Fast & Furious” franchise, is extending his passion for muscle cars beyond the big screen through a partnership with Dodge. The star of “The Fate of the Furious,” Diesel currently headlines the No. 1 film on the planet, which just took the spot of the world’s biggest global opening of all time.
Diesel powers a new campaign for Dodge and SRT, America’s mainstream and ultimate performance brands, and will be featured in a series of television ads — with the first three debuting May 1.
“Dodge and SRT vehicles have an attitude and presence that provide their owners with much more than just transportation,” said Tim Kuniskis, Head of Passenger Car Brands - Dodge, SRT, Chrysler and FIAT, FCA - North America. “Customers who choose to purchase a Dodge from among nearly 300 available vehicle nameplates intentionally do so to make a personal statement. As Dom Toretto, Vin has played an integral part in the development of the Dodge attitude, since his 1970 Charger appeared in ‘The Fast and the Furious.’ It is very fitting to now have Vin become an official member of the Dodge brand family.”
“Vin Diesel is the ideal partner to drive Dodge’s new campaign, ‘The Brotherhood of Muscle,’” said Olivier Francois, Chief Marketing Officer, FCA - Global. “Both Dodge and Vin have large, extremely loyal fan bases that are passionate about high-performance vehicles, family and pride. It’s a natural fit that builds on the strengths of both of us.”