Fiat Chrysler is partnering with action movies star Vin Diesel for three television ads, a series entitled “The Brotherhood of Muscle” that the automaker hopes will move metal fast and furiously.
FCA is hoping some of Diesel’s success will cascade over to their cars after the latest installment of the “Fast & Furious” franchise set all types of box office records. “The Fate of the Furious” currently headlines the No. 1 film on the planet, which just took the spot of the world’s biggest global opening of all time.
“Dodge and SRT vehicles have an attitude and presence that provide their owners with much more than just transportation,” said Tim Kuniskis, head of Passenger Cars – Dodge, SRT, Chrysler and Fiat, FCA-North America.
“Customers who choose to purchase a Dodge from among nearly 300 available vehicle nameplates intentionally do so to make a personal statement. As Dom Toretto, Vin has played an integral part in the development of the Dodge attitude, since his 1970 Charger appeared in ‘The Fast and the Furious.’ It is very fitting to now have Vin become an official member of the Dodge brand family.”
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The move isn’t much of a surprise as Diesel helped the automaker unveil the 840-horsepower Dodge Demon just a few weeks ago at the New York International Auto Show.
The three spots – “Rally Cry,” “Shepherds” and “Monsters” – feature Diesel doing what he does best: beating on muscle cars, which in this case means a Dodge Challenger SRT Hellcat, Charger SRT Hellcat or Durango R/T, and leads a pack of the ultimate Dodge performance vehicles.
In his voiceover, Diesel introduces viewers to Dodge’s “The Brotherhood of Muscle” lifestyle of forging ones’ own path. The spots end with Diesel’s voice saying, “Welcome to The Brotherhood of Muscle” and the Dodge tagline, “Domestic. Not Domesticated.”
The spots will air on all three networks, including during primetime and, of course, NASCAR races. They’re also slated to appear on selected cable netoworks.
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Diesel is more than a spokesperson, he’s a fan of the cars and their historical siblings.
“Ever since ‘The Fast and the Furious’ began, my favorite has been the 1970 Dodge Charger,” Diesel said in a statement.
“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.”
Diesel will get a chance to talk about his fandom in more details. The partnership not only has him starring in the three ads, but also becoming involved in the social media campaign. He has more than 100 million fans on Facebook already.
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Diesel will chat about his experiences driving Dodge vehicles and introduce his enormous fan base on his social media platforms to the brand’s “The Brotherhood of Muscle” lifestyle.