You may have seen this Dodge halo car ad already, as it’s been playing in movie theaters and on select cable networks for the past three weeks. It shows the three most capable, desirable, and iconic cars in the Dodge lineup raising heck in Miami in the middle of the night – not because these three cars will directly, drastically increase the brand’s sales, but because they represent the utmost that the carmaker is capable of, thus making a bold statement about the direction and identity of Dodge.
The three Dodge halo cars appearing in the ad are, of course, the Charger Hellcat, Challenger Hellcat, and Viper GTS. If the excitable 8 year-old boy in you didn’t already want one of each, he certainly will when you show him this 90-second spot; under the cover of dark, the three performance cars use the city streets as their own personal playground to the sound of Phil Collins’ iconic hit song: “In the Air Tonight.”
Over the compelling, effortlessly cool images, a narrator says that because mankind has created a world in which he is free from predators, he must create his own – meaning, of course, these three monstrously powerful Dodge halo cars.
But again, the ingenuity of the ad is that it’s not necessarily just selling these Dodge halo cars, but rather promoting the brand as a whole. Dodge/SRT President and CEO Tim Kuniskis explains: “We don’t build Hellcats or Vipers for high volume, we build them as brand positioning statements.
“These vehicles may be a small percentage of our overall sales but they send a very strong message about the brand personality and attitude.”