Auburn Hills-based automaker FCA US today announced that Dodge has entered a promotional partnership with Universal Pictures for The Fate of the Furious, which will arrive in theatres on April 14. Dodge has been part of the Fast and Furious franchise since its inception, and is launching a multitier marketing campaign including television ads, social media and digital extensions, and licensed products in advance of the film.
The co-branded campaign promotes the franchise and Dodge/SRT, the mainstream and ultimate performance brands of FCA US. Dodge and SRT Chargers and Challengers are featured prominently throughout the movie. Dodge created new television commercials to promote the film, including national dealer and multicultural spots. Add ads feature clips from the movie, blended with new scenes of Dodge and SRT’s ultimate performance vehicles. The first adds begin airing Friday, March 3.
"Fast Dodge cars, adrenaline-filled action and family have fueled the Fast & Furious franchise from the beginning," says Tim Kuniskis, head of passenger car brands for Dodge, SRT, Chrysler and FIAT. "For more than 15 years, the Fast & Furious series has showcased some of the world's most iconic and significant performance vehicles, and The Fate of the Furious will continue this tradition."
The 30 second commercial “Muscle Heaven” spot primarily features the 2017 Dodge Challenger and will air on network programming, including primetime, late night, morning news, sports, and NASCAR, as well as cable entertainment and sports programs. They were created in partnership with Austin, Texas-based GSD&M. A Spanish language version of the commercial has also been created and will run in key Hispanic markets.
Furious 7, the precursor to The Fate of the Furious, was one of the fastest movies to reach $1 billion worldwide in box office history and earned the sixth-biggest global title of all time.
The commercial can also be viewed here.