Dodge is launching an ad campaign this weekend starring the Hellcat trims of the Challenger and Charger, along with the Viper GTS.
The production, titled “Predators,” has 30- and 90-second cuts and uses the Phil Collins hit “In the Air Tonight” as a surprisingly mellow backdrop while the roaring cars tear up Miami streets.
The 90-second spot will run in select movie theaters across the country from Friday, July 3, to July 23. Each version of the commercial begins airing on cable TV on Sunday, July 5.
The 30-second spot also will appear on a giant screen at New York’s Times Square on Monday, July 6, and during the Major League Baseball All-Star Game broadcast on July 14 on Fox.
Viewers will see the spots on cable stations such as A&E, Bravo, Discovery, Velocity, TBS, TNT and National Geographic.
The ads were shot in Miami over three nights. Wieden+Kennedy is the agency behind the spots.
The campaign for the high-performance cars is mainly to boost Dodge’s brand image, said Olivier Francois, chief marketing officer at Fiat Chrysler, during an April interview.
“The car inspired the campaign, and then we couldn’t help but do it,” he said. “This being said, do we need one? No. On the other hand, if we did the Hellcat as a product, it’s not for the sake of selling a few hundred more pieces. It’s clearly to have an effect of pulling or raising the brand image as a whole.”