The Dodge Viper as Darth Vader?
The Dodge Viper is Darth Vader in Fiat Chrysler’s ‘Star Wars’ Ad
Advertising Age / E.J. Schultz / December 03, 2015 —
The Star Wars marketing machine — which is already on overdrive — is about to hit the accelerator with a new round of ads plugging Dodge, Chrysler, Jeep, Ram and Fiat.
The global campaign, which includes seven TV spots, is the result of a partnership that Fiat Chrysler Automobiles struck earlier this year with Disney and Lucasfilm to co-promote “Star Wars: The Force Awakens,” which opens on Dec. 18.
Cars, of course, don’t exactly play a starring role in the galaxy far, far away — unless the Landspeeder counts. But Fiat Chrysler is seeking to put its own auto-centric spin on the movie. For instance, the ad for Dodge, seen here, shows white Dodge Chargers, Challengers and Durangos playing the role of Stormtroopers, while a black Dodge Viper stands in for Darth Vader.
The ads were created to run in the U.S., Canada, Mexico Argentina and Brazil, with additional spots slated for Europe, Middle East and Africa.
The agency that worked on the spots is Doner, while Industrial Light & Magic created some custom content.
Many cars have tried to play Darth Vader and yet few have reached their target as precisely as the 2016 Dodge Viper ACR seen in this ad. It is a hand crafted sports car focused on lifestyle and performance, featuring a 645-HP 8.4L V10 Engine with a TREMEC Six-Speed Manual Transmission.