Few new vehicles have generated as much excitement and anticipation as the 2015 Dodge Charger SRT Hellcat and Challenger SRT Hellcat – the fastest, most powerful muscle cars ever – and now Dodge is capturing the energy of these two vehicles, as well as the brand’s flagship supercar, Dodge Viper GTS, in two new spots debuting on the large- and small-screen, beginning July 3.
The 90-second “Predators” spot begins airing in select movie theaters across the country July 3. Both the 30- and 90-second “Predators” ads will run on major entertainment and sports cable networks beginning the week of July 5 – including A&E, Bravo, Discovery, Velocity, TBS, TNT and National Geographic. In addition, the 30-second “Predators” spot will air on a giant screen at Times Square onMonday, July 6, and during the Major League Baseball All-Star Game broadcast on Fox on Tuesday, July 14.
“The Challenger and Charger Hellcats and Dodge Viper are halo vehicles – theymake 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.”
“We don’t build Hellcats or Vipers for high volume, we build them as brand positioning statements,” said Tim Kuniskis, President and CEO, Dodge and SRT brands, FCA US LLC. “These vehicles may be a small percentage of our overall sales but they send a very strong message about the brand personality and attitude.”
“Predators” is about how these three cars are modern beasts that trigger a deep, visceral feeling. While everyone is inside sleeping, the roads become a wide open playground. The90-second spot opens on dark roads and empty streets as the voiceover says, "We don’t have to worry about predators like our ancestors did. No sabre-tooth tigers stalking from the brush … no dire wolves circulating the camp.” Set to the music of the classic '80s song, “In the Air Tonight,” the sinister quality of the city bleeds into a visually arresting landscape as we see the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Viper GTS racing through the landscape at night, when they have the freedom to drive as the vehicles were meant to be driven.
The voiceover continues, “There are no more monsters to fear, so we have to build our own.” Viewers see a “707 Horsepower” super over images of the Charger and Challenger and “Top Track Speed of 206 MPH” over the Dodge Viper. The spot closes with Hellcat, Dodge and Viper logos.
The spots were filmed in Miami over three nights and every image in the commercial was shot, including the alligator that morphs into the front of the Challenger SRT Hellcat. 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 ads were created in partnership with Portland, Ore.-based independent advertising agency Wieden+Kennedy.view more - Creative
Flame: Andy McKenna / Steve Wolf / Jesper Nybroe
Post Production Company: A52
Producer: Heather Johann
VFX Supervisor: Heather Johann
Edit Company: Rock Paper Scissors
Editor: Biff Butler
Executive Producer: Angela Dorian
Producer: Ashley Bartell
Director: Henrik Hansen
DOP: Benoit Debie
Executive Producer: Marjie Abrahams
Production Company: RSA
Line Producer: Linsa Masse
Account Managers: Gillian Merrill / Derek Roth
Art Director: Danielle Delph
Business Affairs: Cindy Lewellen
Copywriter: Mike Egan
Creative Agency: W+K Portland
Executive Creative Director: Joe Staples / Susan Hoffman / Mark Fitzloff
Media Planner: Alex Barwick
Strategy: (Planner) Cat Wilson / Sarah Biedak
TV Producer: Melanie Fedunok
Head of Production: Ben Grylewicz
Executive Producer: Patty Brebner
Producer: Lauren Pullano
Sound Design: Tai Vare
Sound Mix: Noah Woodburn @ Joint
Categories: Automotive, Carslbbonline.com, Thu, 02 Jul 2015 14:38:02 GMT