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.”

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 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.

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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, 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.

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2015 Dodge Charger SRT Hellcat High Resolution Exterior
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Read our full review here.
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2015 Dodge Challenger SRT Hellcat High Resolution Exterior
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Read our full review here.
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2015 Dodge Viper SRT High Resolution Exterior
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Read our full review here.

Press Release

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.

Dodge Hellcats and Viper Will Be Featured In New "Predators" Campaign: Video Exterior
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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 on Monday, 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 – they make 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.”

Dodge Hellcats and Viper Will Be Featured In New "Predators" Campaign: Video Exterior
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“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. The 90-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.

Dodge Hellcats and Viper Will Be Featured In New "Predators" Campaign: Video Exterior
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The ads were created in partnership with Portland, Ore.-based independent advertising agency Wieden+Kennedy.

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