The Dodge brand has been an integral part of the Fast & Furious” franchise since its inception back in 2001. This weekend, America’s muscle car brand has announced that it will join forces with Universal Pictures to promote the ninth installment of the franchise, “F9” for its June 25th debut in theaters across the United States.
In support of the film’s release, the Dodge brand will launch a multi-tier marketing campaign dubbed “Superpower,” which will include television, digital, social media, and in-theater advertisements. The co-branded campaign promotes the “Fast” franchise, which has earned more than $5 billion worldwide, and the Dodge//SRT brand of muscle cars. The campaign began on Friday, with two versions of the “Superpower” commercials a 30-second version for television and a 60-second variant for other media.
Vehicles featured in the campaign include a Dodge Charger SRT Hellcat Redeye Widebody (White Knuckle with Satin Black graphics), Dodge Charger Scat Pack Widebody (Indigo with Satin Black graphics), Dodge Challenger SRT Hellcat Redeye Widebody (TorRed), Dodge Challenger SRT Hellcat Widebody (Octane Red with Satin Black graphics), Dodge Challenger R/T Scat Pack Shaker Widebody (Smoke Show with Bumblebee graphics), Dodge Durango SRT Hellcat (DB Black with Redline Black dual stripes), and a Dodge Durango R/T Blacktop RWD (Reactor Blue).
The Dodge brand has also teamed up with Atlantic Records for support of the “F9” soundtrack. This includes supplying vehicles for the official music video “I Won” (featuring Ty Dolla $ign, Jack Harlow & 24kGoldn), the leading song on the F9 soundtrack. Those vehicles included a 2021 Dodge Challenger SRT Hellcat Redeye Widebody and the 2021 Dodge Challenger SRT Super Stock.
“’Fast & Furious’ heroes don’t wear capes, they drive muscle cars,” said Tim Kuniskis, CEO of Dodge//SRT Brand. “With Dodge, horsepower is our superpower, and Dodge and the Brotherhood of Muscle have become central characters in the enduring ‘Fast & Furious’ family, racing high-octane joy to generations of performance enthusiasts and cementing America’s muscle car brand as a key component of this iconic film franchise.”