Dodge, which has been a part of the Fast & Furious franchise since its inception, announced today a promotional partnership with Universal Pictures for The Fate of the Furious, in which Vin Diesel is joined by a returning all-star cast. The Fate of the Furious arrives in theaters on April 14.
In support of The Fate of the Furious, Dodge is launching a multitier marketing campaign, including television ads, social media and digital extensions, and licensed products. The co-branded campaign promotes the blockbuster Fast & Furious franchise and Dodge//SRT, the mainstream and ultimate performance brands of FCA US. Dodge and SRT Chargers and Challengers, the world’s fastest and most powerful muscle cars, are prominently featured in the upcoming movie.
"Fast Dodge cars, adrenaline-filled action and family have fueled the Fast & Furious franchise from the beginning," said Tim Kuniskis, Head of Passenger Car Brands – Dodge, SRT, Chrysler and FIAT, FCA-North America. “For more than 15 years, the Fast & Furious series has showcased some of the world’s most iconic and significant performance vehicles, and The Fate of the Furious will continue this tradition."
"The Fast & Furious franchise provides a natural extension for showcasing Dodge’s most powerful performance vehicles to movie and car enthusiasts everywhere," said Olivier Francois, Chief Marketing Officer, FCA – Global. “The best co-branded promotional spots are those in which the world of the Fast & Furious films and our world merge perfectly to create a unique piece of creative that resonates and connects with The Fate of the Furious and Dodge fans alike."
"The world of Fast & Furious is inextricably linked to our partners at Dodge," added David O’Connor, Executive Vice President of Global Franchise Management and Brand Strategy, Universal Pictures. “Time and again, they have proven their commitment to ensuring that the cars are just as beloved characters as the family members who form the heart of the series."
Dodge created new television commercials to promote The Fate of the Furious, including national, dealer and multicultural spots. All ads feature clips from the movie, seamlessly blended with new scenes of Dodge’s and SRT’s ultimate performance vehicles. The first ads begin airing Friday, March 3.
The 30-second national “Muscle Heaven" spot primarily features the 2017 Dodge Challenger. Dealer versions of the ads include one spot for the Dodge Charger and Challenger, and another for the Dodge Durango and Journey.
The spots will air on network programming, including primetime, late night, morning news, sports, and NASCAR, as well as cable entertainment and sports programs. They were created in partnership with Austin, Texas-based GSD&M.
A Spanish-language co-branded “Muscle Heaven" spot has also been created and will run in key Hispanic markets. The ad was created in partnership with the Houston-based Lopez Negrete agency.