Jeep outraces ‘Batman v Superman’ destruction in new ad
Detroit stars as Superman’s fictional city of Metropolis in a new co-branded ad for Fiat Chrysler Automobiles NV and the upcoming film “Batman v Superman: Dawn of Justice.”
The fast-paced, 30-second spot airing Monday and features movie footage of actor Ben Affleck as Batman’s secret identity — Bruce Wayne — racing through downtown streets in a Jeep Renegade, swerving to avoid explosions and crumbling buildings.
The film was partially shot in Detroit in 2014. Downtown landmarks in the commercial include the Penobscot Building, London Chop House and a brief glimpse of Cobo Center.
It features narration by actor Jeremy Irons, who portrays Alfred in the film: “You’re not afraid. You like chaos. The madder, the better. And in these times, we need that. We need you to rush in when everyone else is running away.”
The ad is the first part of a dual-branded campaign for the superhero movie — due out March 25 — and Fiat Chrysler’s Jeep and Dodge brands.
The unique alliance between the automaker and Warner Bros. includes the introduction of a special-edition “Dawn of Justice” model for the 2016 Jeep Renegade, in addition to branded television spots with the brands and other vehicles from the automaker in the movie.
“The new Jeep Renegade Dawn of Justice Special Edition boasts a unique, dark appearance package for the most capable small SUV that we’re confident consumers — including millions of moviegoers — will love,” said head of Jeep Mike Manley.
The 2016 Jeep Renegade Dawn of Justice Special Edition will start at $26,250. It is a blacked-out model based on the Jeep Renegade Latitude 4x4, which starts at $24,390 and comes standard with a 2.4-liter Tigershark engine with MultiAir2, nine-speed automatic transmission and other performance features.
The Dodge brand will launch a co-branded spot in mid-March. The 15-second spot will feature chase scenes within “Batman v Superman: Dawn of Justice” of the Dodge Challenger and Dodge Durango vehicles.
“With much of the film’s production taking place in our own backyard of Detroit, our ability to creatively collaborate with the WB team reached new heights,” said Fiat Chrysler Chief Marketing Officer Olivier Francois in a statement. “The product integration was so organic to the filmmakers’ vision and storyline, all we had to do was incorporate scenes from the movie for our commercials.”
The highly anticipated movie is the latest in the automaker’s dual-branded ad campaigns with movies, which have included the newest movies from “Fast and Furious,” “Hunger Games” and “Star Wars” franchises.
It also partnered with “Zoolander 2” earlier this year.