Dodge is launching new ads promoting its muscle car lineup, namely the 707-horsepower 2015 Dodge Charger and Challenger Hellcats. The rub is, as much as the spots may make you want one, you can’t buy one anymore. They’re all sold out and have been for months. But Dodge spared no expense showing them off anyway in an ad full of speeding SRTs and burnouts.
The new ‘Predators’ spots, which also feature the Dodge Viper GTS, are all about image branding. More specifically, the campaign wants to get the point across that these three cars are “modern beasts”. There’s even an alligator in one shot.
The commercials were filmed in Miami over three nights. It was quite a production, too. The automaker says the boat scene was captured from a helicopter, drones were used in production and, instead of the usual pursuit vehicle to shoot car to car, a camera was mounted to another Hellcat, as nothing else could keep up with the speed.
“The Challenger and Charger Hellcats and Dodge Viper are halo vehicles – they make bold statements about the attitude and personality of the full Dodge lineup,” said Olivier Francois, Chief Marketing Officer, FCA Global. “The high-energy driving and aggressively shot images in ‘Predators,’ matched with a haunting soundtrack, leave little doubt in anyone’s mind that Dodge is America’s mainstream performance brand.”
Fiat Chrysler stopped taking orders for the 2015 Charger and Challenger back in March because production couldn’t keep up with demand. One issue was that some dealers were taking orders couldn’t be filled for months and months. In fact, Fiat Chrysler is still working to fill older orders. The automaker’s increased production twice to churn out more 2015 models and learning from recent history, FCA will now plan more production out of the gate with the 2016 models.
The ads launch July 3rd and Dodge will reportedly announce details on the upcoming 2016 soon, as in the next few weeks.