December 18, 2015 will be the end of the world. Ok, that’s not really true, although it might as well be for fans of Star Wars who have waited since Star Wars: Revenge of the Sith was released exactly 10 years ago. So yeah, the next installment in the gargantuan movie franchise, The Force Awakens, is a huge deal. Naturally, companies are already trying to hitch their wagons and leverage all that attention back to their brands.

Fiat Chrysler isn’t exempt from this and exactly two weeks before the most awaited movie this year opens, the automaker has rolled out an army of commercials for its sub-brands. All in all, there are five commercials that will likely be played ad naseum over the next two weeks, featuring Dodge, Chrysler, Fiat, Jeep, and Ram. Oh, and all five commercials are heavily tied into Star Wars in their own unique way.

I’m tempted to just let everyone skip through the next few paragraphs and just watch the commercials. But I’d be remiss if I didn’t point out how Fiat Chrysler really went all-out in promoting what might as well be a majority of their model range. By my count, a total of 16 models were shown across the five commercials. There were five Dodge models, five Ram models, three Chryslers, two Fiat Abarths, and the Jeep Renegade.

It’s a good strategy to hedge the popularity and hype surrounding the Force Awakens to promote your own cause, which in Fiat Chrysler’s case would be its “Year-End Blockbuster Sales Event”.

I’m not a big Star Wars fan, but I have seen the previous six movies and I’m going to check out The Force Awakens when it hits cinemas. I just hope that after spending the next two weeks drowning in these commercials, I don’t get to see them in the cinemas before the movie starts.

Dodge Viper ACR

2016 Dodge Viper ACR High Resolution Exterior
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Read our full review on the Dodge Viper ACR here.

Kirby Garlitos
Automotive Aftermarket Expert -
Kirby’s first exposure into the world of automobiles happened when he caught Knight Rider on television as a five-year old boy. David Hasselhoff didn’t leave much of an impression on him (that happened later on in Baywatch), but KITT certainly did. To this day, Kirby remains convinced that he will one day own a car with the same ‘spirit’ as the original KITT (not the 2008 monstrosity). He doesn't know when that will be, but until then, he’s committed to expressing his love for KITT, and all cars for that matter, here at TopSpeed.  Read More
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