This past Friday, July 3rd, is usually a great time to head to the movie theater, but instead I was watching Summer’s biggest star, Dodge. Yes, I’m talking about the car company Dodge. You see, last fall I had the fortunate opportunity to be able to be part of the social media launch team for the 2015 Dodge Charger SRT Hellcat, which pardon the pun, was one hell of a ride. I was able to get the 2015 Dodge Charger SRT Hellcat on a racetrack, rev her engine and drive her around, all the while she was purring like a kitten. Below are some of the pictures that I took during the social media launch event:
Therefore I was really excited to see that Dodge launched a series of new TV spots featuring the Charger SRT Hellcat, Challenger SRT Hellcat and Dodge Viper, which started to air this past weekend, including in movie theaters, on major entertainment networks – such as A&E, Bravo, Discovery, TBS and TNT. The spots were to also air in Times Square today, July 6th, and I’d even go out to venture that we will be seeing these new TV spots aired during the upcoming Major League Baseball All-Star game telecast on July 14th, 2015. This new campaign is what Dodge refers to as their Halo Vehicles, which are not produced in high volumes but epitomizes what the Dodge Brothers endeavored when they set out to create a unique, American-made muscle car. Having been behind the wheel of a Charger SRT Hellcat, I can personally attest that with these new “Predators” spots that began airing, Dodge is capturing the energy of these two vehicles – Charger SRT Hellcat and Challenger SRT Hellcat – depicting how these two “beasts” are the fastest and most powerful muscle cars ever. Throw the Dodge Viper GTS in-to the mix, as well the classic 80s song, “In The Air Tonight,” and you have an incredibly visual and visceral spot that is stunning to watch over and over.
“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, Fiat 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.”
In fact, there is both a 30 second and extended version of the “Predators” ads, which you can find below. The spots were filmed in Miami, Florida over three nights, which with the song in these spots, reminds me a bit of the television show Miami Vice where boats were flying on the waters. But this time, the Halo Vehicles are outrunning the boat. Every image in the commercials was indeed filmed, included the alligator that morphs into the front of the Challenger SRT Hellcat. There were helicopters and drones used in the production, but the neatest part of the shoot in my opinion was that they needed to strap a camera to another Hellcat as the traditional pursuit car couldn’t keep up to speed. Now that is really cool.