The 2011 Dodge Charger will be among the stars in Fast Five, an action film arriving in movie theaters April 29.
Dodge has entered a partnership with Universal Pictures and has provided Chargers for the movie, which features chase scenes, Dodge said today in a press release.
Dodge will start airing a TV commercial touting the movie Saturday during the NCAA Final Four men’s basketball games on CBS.
Dodge is sponsoring the global premiere of the movie April 15 in Rio de Janeiro, Brazil. Dodge will host a 10-city live simulcast of the movie. The simulcast will feature the red carpet arrivals of the stars, including Vin Diesel and Paul Walker, at the theater in Rio, where the movie was filmed.
The comic commercial, created by Dodge agency Wieden+Kennedy, spoofs car chase movies. It shows a woman dressed in a costume that wouldn’t be out of place in a 19th-century swashbuckling period drama on Masterpiece Theater. Speaking in an English accent and wearing a gown, she drives a 2011 Charger through the desert at high speed, sternly telling her daughter, who is in the back seat: “I refuse to see you sully the family name with that unscrubbed son of a blacksmith’s apprentice.”
The daughter pleads to be allowed to marry a suitor, who is in hot pursuit in a 1970s Charger. The suitor leaps onto the hood of the 2011 Charger and desperately pleads for the daughter’s hand in marriage. The scornful mother is unmoved. She swerves, sending the suitor flying into a house, which promptly explodes.
With Chargers flying across the screen, the voice of actor Michael C. Hall drolly intones: “Car chases make movies better, and Fast Five has a lot of car chases. In theaters April 29. At dealerships now.”
This is the fifth installment of Universal’s The Fast and the Furious action franchise.
Dodge brand CEO Ralph Gilles spent time on the movie set and discusses the use of Chargers on Dodge.com/Life.
In connection with the movie, Dodge is holding a sweepstakes that will let fans win one of five custom Fast Five Charger R/Ts. Also, on Sunday, NASCAR Sprint Cup Series driver Robby Gordon will race a Fast Five branded No. 7 Charger R/T in a NASCAR Sprint Cup Series race at the Martinsville Speedway. The No. 7 Fast Five Charger will race on the NASCAR circuit throughout April.