Actor, producer, director and screenwriter Vin Diesel, known for driving legendary Dodge performance vehicles in his iconic role as Dom Toretto in the films of the Fast & Furious franchise, is extending his passion for muscle cars beyond the big screen through a partnership with Dodge. The star of The Fate of the Furious, Diesel currently headlines the No. 1 film on the planet, which just took the spot of the world’s biggest global opening of all time.
Diesel powers a new campaign for Dodge and SRT, America’s mainstream and ultimate performance brands, and will be featured in a series of television ads. The Dodge brand’s fearless attitude shines through in three television spots Rally Cry, Shepherds and Monsters. In each, Diesel drives a Dodge Challenger SRT Hellcat, Charger SRT Hellcat or Durango R/T, and leads a pack of the ultimate Dodge performance vehicles. In his voiceover, Diesel introduces viewers to Dodge’s The Brotherhood of Muscle lifestyle of forging one’s own path. The spots end with Diesel’s voice saying, Welcome to the Brotherhood of Muscle and the Dodge tagline, Domestic. Not Domesticated.
In addition to the television ads, Diesel will chat about his experiences driving Dodge vehicles and introduce his enormous fan base on his social media platforms to the brand’s The Brotherhood of Muscle lifestyle. Diesel has more than 100 million fans on his Facebook page alone.
The Dodge brand is America’s mainstream performance brand. With the purification of the brand and consolidation with SRT, Dodge is focusing on its performance roots with every single model it offers. The Dodge and SRT brands offer a complete lineup of performance vehicles that stand out within their own segments. Dodge is the mainstream performance brand and SRT is positioned as the ultimate performance halo of the Dodge brand, together creating a complete and balanced performance brand with one vision and one voice.
New for 2018, Dodge introduces the new 840-horsepower Dodge Challenger SRT Demon – the fastest quarter-mile car in the world and most powerful muscle car ever, as well as the 2018 Dodge Durango SRT – America’s fastest, most powerful and most capable three-row SUV.
