Who couldn’t see this coming?
If you’ve been watching the various action-packed promotions for The Fate of the Furious, you will probably have noticed that cars manufactured by Dodge are rather prominently displayed on-screen. A fleet of Challenger SRTs featured in a spectacular setpiece in which a wrecking ball pummels some patrol cars, and lead character Dominic Terreto particularly has a penchant for Dodge Chargers. He can normally be seen behind the wheel of a Charger in every Fast and Furious flick.
So it comes as no surprise to find out that Dodge has formed an official partnership with the movie franchise. Not only does this mean you can expect Dodge muscle cars to feature prominently in the film, you can also expect a ton of marketing campaigns promoting the movie, Dodge and SRT.
Included in the marketing tie-in will be TV spots, social media and digital extensions and licensed products. The first 30 second TV spot released, titled ‘Muscle Car Heaven,' shows drag racer Leah Pritchett introducing the cast to a series of Dodge muscle cars, though the spotlight is mainly put on the 2017 Dodge Challenger. "Fast Dodge cars, adrenaline-filled action and family have fueled the Fast & Furious franchise from the beginning," said FCA-North America exec, Tim Kuniskis. "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.” Dodge and SRT Dodge Chargers and Challengers have already been confirmed to feature in The Fate of the Furious. It’s also highly likely that the hardcore Dodge Challenger SRT Demon will make an appearance.
The Fate of the Furious hits theaters April 14 – the same day that the Demon will be unleashed at the New York Auto Show, coincidentally. Wait, doesn’t that silver Challenger SRT in the promo look familiar?