AUBURN HILLS, Mich., July 1, 2015 /PRNewswire/ --
- New 90- and 30-second 'Predators' ads capture the visceral feeling of Dodge's powerful performance cars set to soundtrack of classic 'In the Air Tonight' song
- Campaign sets tone, look, feel and attitude for the Dodge and SRT brands
- The 90-second commercial runs July 3-23 in select movie theaters across the country
- Both lengths begin on cable networks July 5
- The 30-second spot airs July 6 on a giant screen in Times Square and July 14 during Major League Baseball All-Star Game telecast
Few new vehicles have generated as much excitement and anticipation as the 2015 Dodge Charger SRT Hellcat and Challenger SRT Hellcat – the fastest, most powerful muscle cars ever – and now Dodge is capturing the energy of these two vehicles, as well as the brand's flagship supercar, Dodge Viper GTS, in two new spots debuting on the large- and small-screen, beginning July 3.
The 90-second "Predators" spot begins airing in select movie theaters across the country July 3. Both the 30- and 90-second "Predators" ads will run on major entertainment and sports cable networks beginning the week of July 5 – including A&E, Bravo, Discovery, Velocity, TBS, TNT and National Geographic. In addition, the 30-second "Predators" spot will air on a giant screen at Times Square on Monday, July 6, and during the Major League Baseball All-Star Game broadcast on Fox on Tuesday, July 14.
"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, FCA – Global. "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."
"We don't build Hellcats or Vipers for high volume, we build them as brand positioning statements," said Tim Kuniskis, President and CEO, Dodge and SRT brands, FCA US LLC. "These vehicles may be a small percentage of our overall sales but they send a very strong message about the brand personality and attitude."
"Predators" is about how these three cars are modern beasts that trigger a deep, visceral feeling.
While everyone is inside sleeping, the roads become a wide open playground. The 90-second spot opens on dark roads and empty streets as the voiceover 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." Set to the music of the classic '80s song, "In the Air Tonight," the sinister quality of the city bleeds into a visually arresting landscape as we see the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Viper GTS racing through the landscape at night, when they have the freedom to drive as the vehicles were meant to be driven.
The voiceover continues, "There are no more monsters to fear, so we have to build our own." Viewers see a "707 Horsepower" super over images of the Charger and Challenger and "Top Track Speed of 206 MPH" over the Dodge Viper. The spot closes with Hellcat, Dodge and Viper logos.
The spots were filmed in Miami over three nights and every image in the commercial was shot, including the alligator that morphs into the front of the Challenger SRT Hellcat. The boat scene was captured from a helicopter, drones were used in production and, instead of the usual pursuit vehicle to shoot car to car, a camera was mounted to another Hellcat, as nothing else could keep up with the speed.
The ads were created in partnership with Portland, Ore.-based independent advertising agency Wieden+Kennedy.
About Dodge Viper
The Dodge brand continues to electrify the performance car world in 2016 with its flagship, hand-built American supercar. Not only is the new Dodge Viper ACR (American Club Racer) back in the lineup as the ultimate track car, Dodge is also expanding the Viper's exclusive production elements like never before. With the introduction of matte-finish exterior paint, the 2016 Viper is now offered in more than 50 million unique build configurations, made up from the more than 16,000 unique paint color options and more than 48,000 unique stripe combinations. Now more than ever, Viper customers have the ability to choose a truly one-of-a-kind hand built American supercar. Powering the Viper is a hand-built all-aluminum 8.4-liter V-10 engine that delivers 645 horsepower and 600 lb.-ft. of torque – the most torque of any naturally aspirated sports car engine in the world. Standard on the newest Viper are safety features that include electronic multistage stability control, traction control and a new four-channel anti-lock brake system (ABS). Since 1992, Dodge and SRT have built approximately 30,000 Vipers at the Mack Avenue Assembly (1992-1994) and Conner Avenue Assembly Plant (1995 – current), both in Detroit.
Dodge Challenger SRT Hellcat
The Dodge Challenger SRT Hellcat is the fastest, most powerful muscle car ever, thanks to the supercharged HEMI Hellcat V-8 engine, which delivers an unprecedented 707 horsepower and 650 lb.-ft. of torque. The 6.2-liter V-8 is also the first factory-built supercharged HEMI. The Dodge Challenger SRT Hellcat also is the fastest muscle car ever with a National Hot Rod Association-certified ¼-mile elapsed time of 11.2 seconds with stock Pirelli P Zero tires. With drag radials, the ¼-mile run dropped to just 10.8 seconds.
Dodge Charger SRT Hellcat
Taking the performance sedan world by storm, the Dodge Charger SRT Hellcat features the supercharged 6.2-liter HEMI Hellcat V-8 engine that produces 707 horsepower and 650 lb.-ft. of torque, a top speed of 204 miles per hour, and a National Hot Rod Association (NHRA)-certified, quarter-mile elapsed time of 11.0 seconds on stock Pirelli P Zero tires, making it the quickest, fastest and most powerful production sedan in the world, as well as the most capable and technologically advanced four-door muscle car in America.
About Dodge Brand
The Dodge brand is America's mainstream performance brand. With the purification of the brand and consolidation with SRT, Dodge is getting back to 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 compact cars, minivans, crossovers and full-size SUVs, the Dodge brand's full lineup of 2015 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, dual exhaust, 8.4-inch touchscreen infotainment centers and 7-inch thin-film transistor (TFT) customizable gauge clusters, to name a few. For the 2015 model year, customers will be able to drive the new 2015 Dodge Charger and Challenger, as well as the Dodge Challenger SRT Hellcat and Charger SRT Hellcat. The Dodge brand lineup also includes the 2015 Dodge Dart, Durango, Grand Caravan and Journey, including the new Crossroad model, and its flagship, the Dodge Viper.
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 www.facebook.com/ChryslerGroup
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/FCAcorporate
Twitter: www.twitter.com/dodge or www.twitter.com/FCAcorporate
YouTube: www.youtube.com/dodge or www.youtube.com/pentastarvideo
Video - https://youtu.be/jCxehjcYwlc
Photo - http://photos.prnewswire.com/prnh/20150701/227554
Photo - http://photos.prnewswire.com/prnh/20150701/227552
Photo - http://photos.prnewswire.com/prnh/20150701/227551
SOURCE FCA US LLC