AUBURN HILLS, Mich., Dec. 13, 2016 /PRNewswire/ --
- Thirty-second spot showcases the performance, power and all-weather capability of the world's first and only all-wheel-drive (AWD) muscle coupe, arriving in dealerships nationwide the first quarter of 2017
- "Russia," set to a legendary soundtrack, debuts this week with Twitter takeover and hashtag #HowToOwnTheSeason
- Dodge Challenger GT joins AWD Charger to complete Dodge lineup of all-wheel-drive muscle cars delivering unparalleled year-round performance
Winter driving has never been this much fun as Dodge proves in its first ad for the new Dodge Challenger GT, America's first and only all-wheel-drive muscle coupe.
"Russia," a 30-second spot that debuts this week, showcases how Dodge Challenger enthusiasts can now have the confidence to drive their muscle cars all-year round, no matter the weather conditions. It was shot on location in Alaska where the Challenger GT was put to the test on snowy, icy and winding roads.
"The winter driving capability of the new Challenger GT had to be shown in a way that only Dodge can do," said Olivier Francois, Chief Marketing Officer, FCA - Global. "Bringing together the power and performance of the world's first all-wheel-drive muscle coupe, a daunting Alaskan landscape and an adrenaline-filled soundtrack is what makes this ad so special."
"With its iconic muscle car design, 305 horsepower and all-wheel-drive capability, the new Dodge Challenger GT is now the most exciting all-weather daily driver – even if you live in Alaska," said Tim Kuniskis, Head of Passenger Cars – Dodge, SRT, Chrysler and FIAT, FCA – North America. "With the Challenger GT joining the Dodge Charger AWD, Dodge offers the only cars that combine that visceral muscle car attitude without sacrificing practicality and all-weather security."
Dodge will be conducting a takeover on Twitter on Dec. 13 to showcase how the Challenger GT owns the winter season. The brand will take to the social airwaves using #HowToOwnTheSeason to showcase the all-weather capability of the muscle coupe and encourage users to share what it is that they do to "own the holiday season." The spot can also be seen on the brand's YouTube, Facebook, Twitter and Instagram pages.
In addition, "Russia" begins airing this week on broadcast and cable TV, including NBC's "Dateline" (Dec. 16) and CBS NFL football (Dec. 18). The ad also runs in enthusiast programming, such as Discovery Channel's "Fast N' Loud" and "Vegas Rat Rods;" Velocity's "Custom Cars" and "Boy Toys;" and BBC America's "Top Gear."
In keeping with the Dodge brand persona of being "loud," both literally and figuratively, "Russia" plays off the fact that there is a part of Alaska where you can almost see Russia. Set to a legendary soundtrack, the Dodge Challenger GT flexes its performance car muscle as it cuts through a breathtaking landscape of snow- and ice-covered roads and curving mountainous terrain.
The spot was shot on location in Alaska to authentically capture the performance, power and all-weather capability of America's first AWD muscle coupe in what, up until now, were less than ideal muscle car conditions.
With trademark Dodge irreverence, the Kevin Yon voiceover says, "There's a place in America where you can almost see Russia … which means there's a place in Russia where you can definitely HEAR America." The spot closes with the brand's tagline "Domestic. Not Domesticated."
"Russia" was created in partnership with full-service advertising agency Doner.
About Dodge and SRT Brands
The Dodge brand is America's mainstream performance brand. With the purification of the brand and consolidation with SRT, Dodge is focusing on its performance roots with every single model it offers. The Dodge and SRT brands offer a complete lineup of performance vehicles that stand out within their own segments. Dodge is the mainstream performance brand and SRT is positioned as the ultimate performance halo of the Dodge brand, together creating a complete and balanced performance brand with one vision and one voice.
From muscle cars to minivans, crossovers and full-size SUVs, the Dodge brand's full lineup of 2017 models deliver best-in-class horsepower, class-exclusive technology, unmatched capability and a slew of cool features, such as LED headlamps, Dodge signature racetrack tail lamps, active exhaust, cold-air induction, 8.4-inch touchscreen Uconnect infotainment centers and 7-inch customizable gauge clusters, to name a few. For the 2017 model year, the Dodge brand lineup features the 25th anniversary Viper, Durango, Grand Caravan, Journey, Charger and Challenger, including the new Charger Daytona and Challenger T/A, as well as the 707-horsepower Challenger SRT Hellcat, the most powerful and fastest muscle car ever and the Charger SRT Hellcat, the quickest, fastest and most powerful sedan in the world.
Follow Dodge, SRT and FCA US news and video on:
FCA Content On Demand (COD): www.fcacod.com
Company blog: http://blog.fcanorthamerica.com
Company website: www.fcanorthamerica.com
Media website: http://media.fcanorthamerica.com
Dodge brand: www.dodge.com
Dodge blog: blog.dodge.com
Facebook: www.facebook.com/dodge or https://www.facebook.com/FiatChrysler.NorthAmerica/
Flickr: www.flickr.com/dodgeautos or www.flickr.com/chryslergroup
Pinterest: www.pinterest.com/dodgeofficial or www.pinterest.com/FCAcorporate
Instagram: www.instagram.com/dodgeofficial or www.instagram.com/FiatChrysler_NA
Twitter: www.twitter.com/dodge or www.twitter.com/FiatChrysler_NA
YouTube: www.youtube.com/dodge or www.youtube.com/pentastarvideo
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SOURCE FCA US LLC