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Dodge taps Vin Diesel for ‘Brotherhood of Muscle’ ads

Ian Thibodeau
The Detroit News

Fiat Chrysler Automobiles NV is pairing the roar of its Dodge and SRT performance vehicles with Vin Diesel’s vocal rumble in a series of new TV ads debuting this week.

“The Brotherhood of Muscle” campaign seizes global intrigue garnered by “The Fast and the Furious” films Diesel stars in, the eighth installment of which took in $532.5 million worldwide during its opening weekend in April.

“Bring us your loud, your fearless, your unhinged” Diesel says from behind the wheel of a Dodge Challenger SRT Hellcat in one of the TV spots as Dodge and SRT vehicles power through shipyards and city streets. “Everyone the world deems too wild and restless. Go ahead, bring them to us, and get out of our way.”

Then, he punches it before delivering the tag line: “Welcome to the brotherhood of muscle.”

The ad campaign, which will have some social media components in addition to the TV spots, is another push from Dodge to amplify its big, powerful, mean muscle cars and SUVs in a changing U.S. automotive market. In early April, Dodge debuted its 840-horsepower 2018 Dodge Challenger SRT Demon, the fastest zero to 60 mph production car, at 2.3 seconds and fastest production car in the quarter-mile at 9.65 seconds.

The Challenger SRT Demon also hits the record books as the first production car to lift its front wheels at launch — setting a world mark for longest wheelie for a production car from a standing start at 2.92 feet. The wheelie record was certified by Guinness World Records.

Diesel was part of the Demon reveal, saying then that he’s a Dodge fan.

“I realize that I am part of a brotherhood,” he said then. “The brotherhood of muscle that goes back to the Dodge Brothers.”

He said in a Monday news release that his favorite vehicle since “The Fast and the Furious” began, the 1970 Dodge Charger has been his favorite vehicle.”

“As Dodge is a partner in making the ‘Fast & Furious’ films, I’ve gotten to know what they stand for … as well as their passion for creating high-performance cars like the Hellcats and the Demon,” he said in a news release. “They’re bringing muscle back the right way and these are my kind of cars.”

Tim Kuniskis, the mastermind behind the Demon, and head of passenger cars for Dodge and SRT, said the performance vehicles give drivers more than simple transportation.

“Customers who choose to purchase a Dodge from among nearly 300 available vehicle nameplates intentionally do so to make a personal statement,” he said in a news release. “As Dom Toretto, Vin has played an integral part in the development of the Dodge attitude, since his 1970 Charger appeared in ‘The Fast and the Furious.’ It is very fitting to now have Vin become an official member of the Dodge brand family.”

Twitter: @Ian_Thibodeau