Dodge brand is releasing two new spots which will debut on the big- and small-screen, beginning July 3. The 90-second “Predators” spot begins airing in select movie theaters across the country July 3.
Both the 30- and 90-second “Predators” ads will run on major entertainment and sports cable networks beginning the week of July 5 – including A&E, Bravo, Discovery, Velocity, TBS, TNT and National Geographic.
In addition, the 30-second “Predators” spot will air on a giant screen at Times Square on Monday, July 6, and during the Major League Baseball All-Star Game broadcast on Fox on Tuesday, July 14.
“Predators” is about how these cars are modern beasts that trigger a deep, visceral feeling.
While everyone is inside sleeping, the roads become a wide open playground. The 90-second spot opens on dark roads and empty streets as the voiceover says, “We don’t have to worry about predators like our ancestors did. No sabre-tooth tigers stalking from the brush … no dire wolves circulating the camp.”
Set to the music of the classic ’80s song, “In the Air Tonight,” the sinister quality of the city bleeds into a visually arresting landscape as we see the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Viper GTS racing through the landscape at night, when they have the freedom to drive as the vehicles were meant to be driven.
The voiceover continues, “There are no more monsters to fear, so we have to build our own.” Viewers see a “707 Horsepower” super over images of the Charger and Challenger and “Top Track Speed of 206 MPH” over the Dodge Viper. The spot closes with Hellcat, Dodge and Viper logos.
The spots were filmed in Miami over three nights and every image in the commercial was shot, including the alligator that morphs into the front of the Challenger SRT Hellcat.
The boat scene was captured from a helicopter, drones were used in production and, instead of the usual pursuit vehicle to shoot car to car, a camera was mounted to another Hellcat, as nothing else could keep up with the speed.
The ads were created in partnership with Portland, Ore.-based independent advertising agency Wieden+Kennedy.