How do you feel about 700-horsepower muscle cars? What about Phil Collins? If these are both things you appreciate, then you’ll probably find a lot to like in Dodge’s latest marketing campaign, entitled ‘Predators.’ The sinister new spot features a 2015 Dodge Charger Hellcat, 2015 Dodge Challenger Hellcat and a 2015 Dodge Viper GTS executing a few smoky donuts and skidding around the deserted nighttime streets of Miami. Phil Collins’ 1981 hit ‘In the Air Tonight’ provides the soundtrack — which science has proven to have the greatest drum-fill in the history of music.
The new commercials, both 30- and 90-second versions, highlight Dodge SRT’s halo products and how they shape Dodge’s image as a whole. “We don’t build Hellcats or Vipers for high volume, we build them as brand positioning statements,” says Dodge, SRT and FCA boss Tim Kuniskis. “These vehicles may be a small percentage of our overall sales but they send a very strong message about the brand personality and attitude.”
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