Vin Diesel may not be the biggest star in Hollywood. But put him a Fast and Furious movie and he is a global sensation. After the stupendous success of The Fate of The Furious, Dodge/SRT has roped in the multi-faceted Hollywood talent for an ad campaign named The Brotherhood of Muscle.
Dodge has been one of the major supporters and tie-in brands of Universal’s “Fast and Furious” series. From the iconic Charger that Dominic Toretto drives in various new forms in every movie in the franchise which Diesel has starred in, to the wide array of Dodge machinery which fill up the screens, Dodge features heavily in the series. Diesel himself is an avid muscle car lover and it was only a matter of time before the brand decided to partner with him.
The actor, screenwriter, producer and director will now be appearing in three action-packed commercials which star Dodge’s big-hitters – Charger SRT Hellcat, a Challenger SRT Hellcat, and a Durango R/T. Set to the perfect track of “Run Boy Run” performed by Woodkid, the three clips showcase these high-performance cars doing what they were built to do – perform donuts, powerslides and yeah, go insanely fast.
Vin Diesel’s footage in the clips show the actor behind the wheel of each of the star cars. The actor gives a very Fast and Furious-inspired narration in the background on how badass Dodges are. To be very honest, it is quite hard to follow what his is saying, since his “trademark mumble-growl” isn’t suited for long philosophical discourses of this kind. But hey, he was still pretty cool in The Iron Giant!
Diesel didn’t use the word “family” in the soliloquy, though the scriptwriter couldn’t help but mention things which are close to the theme of family.
Vin Diesel didn’t shy away from his role as brand partner and elaborated on his love for Dodge.
Ever since ‘The Fast and the Furious’ began, my favorite has been the 1970 Dodge Charger. 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.
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Olivier Francois, Chief Marketing Officer, FCA – Global, clarified Dodge’s reasoning behind choosing Diesel as partner for their new ad campaign.
Vin Diesel is the ideal partner to drive Dodge’s new campaign, ‘The Brotherhood of Muscle. Both Dodge and Vin have large, extremely loyal fan bases that are passionate about high-performance vehicles, family and pride. It’s a natural fit that builds on the strengths of both of us.
Tim Kuniskis, Head of Passenger Car Brands – Dodge, SRT, Chrysler and FIAT, FCA – North America, said,
Dodge and SRT vehicles have an attitude and presence that provide their owners with much more than just transportation. 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, Vin 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 Vin become an official member of the Dodge brand family.
The campaign consists of three TV spots – “Rally Cry,” “Shepherds” and “Monsters” – as well as a tie-in social media push with Diesel chatting about his experiences driving Dodge vehicles.