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 centred 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 Charger Hellcat.
The three-part ad spot is previewed here by a single one-minute and two thirty-second clips, each of which made their TV debut, 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 Demon, among other Dodge products. The film also raked in a global record debut of $532.5 million USD, 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."