The big news for both the Dodge Charger and the Dodge Challenger was the release of SRT® Hellcat models – the most powerful, fastest production muscle cars ever built. To capture the excitement and anticipation surrounding these groundbreaking models, Chrysler and advertising agency Wieden+Kennedy, of Portland, Oregon, created two video ads called “Predators.”
Driving the new 707-hp Charger and Challenger SRT® Hellcat models––as well as the hand-built Dodge Viper GTS flagship supercar––is a definite thrill, and both “Predators” ads, set to the music of the Phil Collins classic “In the Air Tonight,” capture that thrilling feeling of Dodge performance. Why all the attention? The SRT Hellcat models have generated more excitement than any other Dodge vehicles ever, and with the long history of Dodge performance cars, that’s saying something.
Thirty-second and 90-second “Predators” spots were filmed. The 90-second spots ran from July 3 through 23 in various movie theaters around the country and started appearing on cable TV channels July 5. A 30-second spot aired on the giant screen in Times Square in early July and during the July 14 telecast of Major League Baseball’s All-Star Game.
“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 (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.”
The objective of the “ Predators” spots are to give viewers a small taste of the power and exhilaration these three modern-day marvels provide when you get behind the wheel.
“We don’t build Hellcats or Vipers for high volume, we build them as brand positioning statements,” said Tim Kuniskis, president and CEO for 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.”
The commercials were shot in Miami over three nights. Drones and a helicopter were used to get some of the shots; to get the car-to-car shots, a camera was mounted to another Hellcat because nothing else could keep up.
To see the 90-second spot for yourself, visit www.youtube.com/watch?v=jCxehjcYwlc.
The 30-second spot can be seen at www.youtube.com/watch?v=dvjKj3oDQ8g.
To see and drive the phenomenal Dodge SRT® Hellcat models for yourself, stop by today.
This article is presented by Colonial Chrysler Jeep Dodge of Hudson in Hudson, Massachusetts.