A long time ago, in a galaxy far, far away, some of the coolest vehicles went by names like the X-Wing, Tie Fighter and the Millennium Falcon.
Closer to home in today’s co-branded universe, Fiat Chrysler Automobiles wants the mantle of cool to go to cars like Fiat 500 Abarth, Chrysler 300 and Dodge Challenger SRT Hellcat.
In conjunction with the run-up to the Dec. 18 release of Star Wars: The Force Awakens, Fiat Chrysler has joined marketing forces with Disney for a planet-sized cross-promotional effort. Seven 30-second video spots placing FCA vehicles in the Star Wars universe will saturate the airwaves. They will be set to John Williams’ iconic movie score and featuring the familiar visual-effects aesthetic of the beloved sci-fi/fantasy film series.
The spots will be airing across the U.S. on primetime TV, during NFL and college football and elsewhere. The promotional partnership kicked off earlier this year in New York with free Uber rides in a Stormtrooper-wrapped Dodge Charger, and the appearance of a custom-painted Fiat 500e Stormtrooper at the 2015 Los Angeles Auto Show in November.
Fiat Chrysler also featured its brands this year in advertising for Furious 7 and The Hunger Games: Mockingjay — Part 2.
The comparison of star cruisers with highway cruisers may not be as much of a stretch as it might seem. After all, the Millennium Falcon came billed as “the ship that made the Kessel Run in less than 12 parsecs.” The Hellcat is the muscle car that goes from zero-to-60 miles per hour in less than 4 seconds.