Dodge Hellcats and Viper Will Be Featured In New "Predators" Campaign: Video

TopSpeed

By James Wolfcale

Published Jul 3, 2015

How do you feel about 700-horsepower muscle cars?->ke507 What about Phil Collins? If these are both things you appreciate, then you’ll probably find a lot to like in Dodge’s->ke28 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->ke4431 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.”

Continue reading for the full story.

Overall, the new commercial has a sort of Miami Vice meets True Detective feel, and a brooding voice-over chimes in with an analogy about fast Dodges and dire wolves and sabre-tooth tigers. It might make more sense if you just watch it for yourself.

The Challenger and Charger Hellcat twins are both powered by a 707-horsepower 6.2-liter supercharged V-8, and by most accounts are the fastest things you can buy for under $65,000. The Viper->ke1404 meanwhile, has entered its third generation and is powered by a normally aspirated, 645-horsepower V-10. It might not match the Hellcats’ power figures, but $20,000 more buys you a much more sophisticated chassis in a car that’s over 1,000 pounds lighter than its muscle-car siblings.

Why it matters

While Hellcats have been flying off lots to the point that Dodge is increasing production of its 707-horsepower engine to fulfill demand, Viper sales have been somewhat slow, though a $15,000 price cut, a small boost in horsepower and more customization options in late 2014 provided a 184-percent sales spike.

The inclusion of the Viper in this new campaign is great way to get customers to associate the Viper with the Hellcat twins. Thinking about buying a Hellcat? For just $20,000 more you could have a bonafide supercar,->ke177 just as long as you’re ok with making do with 60 fewer horsepower.

Oh, and hopefully this new campaign will replace Dodge’s god-awful Gas Monkey Garage commercials.