Auburn Hills-based FCA US announced that Dodge and SRT are partnering with actor Vin Diesel for a new campaign that will be featured in a series of television ads which will debut throughout the spring. Diesel is known for driving Dodge performance vehicles in his role as Dom Toretto in the “Fast & Furious” film franchise.
In each ad, Diesel drives a Dodge Challenger SRT Hellcat, a Charger SRT Hellcat, or a Durango R/T, and leads a pack of other Dodge performance vehicles. In his voiceover, Diesel introduces viewers to Dodge’s “The Brotherhood of Muscle” lifestyle of forging one’s own path. The ads end with Diesel’s voice saying, “Welcome to the Brotherhood of Muscle” and the Dodge tagline, “Domestic. Not Domesticated.”
“Dodge and SRT vehicles have an attitude and presence that provide their owners with much more than just transportation,” says Tim Kuniskis, head of Dodge, SRT, Chrysler, and FIAT in 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, Diesel 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 him become an official member of the Dodge brand family.”
The spots air on network programming, including primetime and NASCAR, as well as cable entertainment and sports programs. They were created in partnership with Austin, Texas-based creative agency GSD&M.
“Ever since ‘The Fast and the Furious’ began, my favorite has been the 1970 Dodge Charger,” Diesel says. “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.”
The first video in “The Brotherhood of Muscle” series can be viewed here.