Car chases make movies better. That’s the title of Dodge’s latest commercial, a tie in with the upcoming movie Fast Five. The latest in the Fast and Furious franchise, the movie features lots of car chases and lots of 2010 and 2011 Dodge Charger vehicles.
The ad kicks off with an Elizabethan-era mother lecturing her daughter about sullying the family name by carrying on a relationship with Cornelius, the “un-scrubbed son of a blacksmith’s apprentice.” The conversation takes place while they are driving in a charged chase scene with the “commoner” trailing behind. In the finale, Cornelius ends up punching out the windshield of his beloved’s Dodge Charger and being unceremoniously dumped in the desert as a building goes up in flames. A thrilling chase scene, strong emotions and Shakespearean babes… ah, this is the stuff that movies are made of!
As an aside, Dodge seems to be drawing on period pieces. Another well-produced commercial that was shown last summer was a take off on the Revolutionary War. True to form, George Washington shows up in a Dodge Charger to save the day. The tagline? “There are a couple of things that America got right…cars and freedom!”
The new campaign, in partnership with Universal Pictures and Fast Five, is taking the Charger into a multi-dimensional sphere with a movie, racing, branded items and prizes.
“We enjoyed being a part of the production process and working with the cast and crew, and it clearly comes through in the film,” said Ralph Gilles, President and CEO, Dodge Brand, Chrysler Group LLC. “The chase scenes in this installment of Fast Five are over-the-top and adrenaline-filled, and Dodge fans will be thrilled by the performance of the Dodge Charger.”
Universal Partnerships and Licensing President Stephanie Sperber added, “It is a natural fit between one of the great American car companies and the latest chapter in the best driving/action film series of all time.”
That chapter also includes a variety of initiatives:
Racing at NASCAR: The No. 7 Fast Five Dodge Charger R/T Dodge will race throughout the month of April during NASCAR competitions at Texas Motor Speedway, Talladega Superspeedway and Richmond International Raceway.
Global Premiere: Dodge is sponsoring the global premiere of the film, which takes place in Rio de Janeiro (the location where the film is set) on April 15.
Fast FiveSweepstakes: Through April 30, Dodge fans will have the opportunity to win one of five custom Fast Five 2011 Dodge Charger R/T models by entering the Fast Five Sweepstakes. To enter visit: http://www.Dodge.com/FastFive.
Gear for Sale: Fast Five gear is available at: http://www.Dodge.com/Life
If you want to check out behind the scenes footage of Fast Five and interviews with the stars (like Vin Diesel and Paul Walker) visit: http://www.Dodge.com/FastFive