Dodge is launching a new ad campaign with the tagline "Domestic. Not Domesticated."
The brand, which had been running a Wieden & Kennedy campaign hearkening back to founding brothers John and Horace Dodge, has shifted gears with a pair of new ads backed by the Metallica song "Fuel."
One spot called "Warning" portrays Dodge as a drug by mimicking pharmaceutical ads with a laundry list of over-the-top warnings like "Dodge may cause loss of inhibitions and in some cases bodily functions." The campaign also includes a long-form video that shows a robotic "hellcat" animal that transforms into the the Dodge Challenger SRT Hellcat muscle car.