FCA uses The Force in global 'Star Wars' ad campaign

Fiat Chrysler Automobiles is looking to a galaxy far, far away to push its year-end sales events.

FCA, in a partnership with Lucasfilm, is launching a global advertising campaign on Thursday to co-promote Star Wars: The Force Awakens alongside five FCA brands.

Dodge, Chrysler, Ram, Fiat and Jeep will each have 30-second spots that are laced with imagery, music and voice-overs from the movie. Jeep will have three spots, while the other brands will have one each.

The ads will run in North America, Europe, Africa, the Middle East, Argentina and Brazil. FCA says each commercial will showcase vehicles that are sold in those countries.

In the U.S., the Star Wars campaign will tie into the year-end sales events for each brand. The U.S. ads conclude by reminding viewers that the movie releases on Dec. 18.

Fiat’s spot, “Awakening,” is slated to debut during “Thursday Night Football” on CBS. Dodge’s commercial, “The Force Gathers,” is expected to debut nationally on Saturday during the Southeastern Conference championship football game on CBS before running again Sunday during NFL games on Fox and CBS.

Chrysler’s spot, “First Time,” is to hit national airwaves on Sunday during NFL games on CBS. FCA says radio spots and social media extensions will provide support for the TV campaign.

“Having our brands be part of the global conversation surrounding one of the most anticipated movies in recent years provides remarkable worldwide exposure for our Chrysler, Jeep, Dodge, Ram and Fiat brands,” said Olivier Francois, FCA’s chief marketing officer, in a statement.

FCA is no stranger to The Force.

On Sept. 4, Dodge deployed eight Chargers wrapped in ominous Stormtrooper decals to New York City for a Hot Wheels promotion with Uber on “Force Friday.” Walt Disney Co., which owns the Star Wars franchise, began a global rollout of merchandise -- including toys, comics, books and clothing -- related to the movie that day.

The Stormtrooper Chargers were inspired by the Hot Wheels Stormtrooper toy cruiser. The collaboration with Hot Wheels and Uber wasn’t part of FCA’s promotional partnership with Lucasfilm.

Then, during the Los Angeles Auto Show in November, Fiat displayed a custom-painted 500e Stormtrooper, which the automaker says was inspired by the armor of the First Order Legion.

The FCA commercials use the Star Wars tie-in to the fullest.

The Ram spot, titled “Family,” uses a Mark Hamill voice-over as the Ram 1500, 2500, 3500 and the new Rebel journey through a desert.

Dodge’s ad conjures up images of Darth Vader and his Stormtrooper army when a black Dodge Viper leads a squadron of white Chargers, Challengers and Durangos to the movie’s red-carpet opening. The infamous “Imperial March” music provides the backdrop for the ad.

This is FCA’s third big-ticket movie partnership this year. Dodge aligned with high-octane driving flick Furious 7, while Chrysler, Dodge and Ram partnered with Lionsgate for The Hunger Games: Mockingjay -- Part 2.

FCA’s deal with Lucasfilm was announced in August.

Francois said in a statement: “Collaborating with Disney and Lucasfilm on ‘Star Wars: The Force Awakens’ once again provides the opportunity to deliver the unexpected -- relevant, entertaining and immediately noticed end-of-the-year Tier 2 commercials true to the individuality of each of our brands and featuring the Star Wars music and sound design known around the world.”