Fiat-Chrysler’s New Ad Onslaught Has the Force on Its Side
While I retain my stance on the fact that his royal Darth-ness would indeed drive a heavily armored SUV were he bound by worldly laws of physics, a disturbance in the Force has alerted us to the fact that FCA’s clever ads are bit more meaningful than its 30 second spots might have us believe.
In an unlikely alliance with Disney and Lucasfilm, FCA rolled out a global marketing campaign earlier this month that co-promotes the much-anticipated Star Wars: The Force Awakens film as well as Chrysler, Dodge, Jeep, RAM, and Fiat brands. All together, seven different 30-second co-branded television spots were created to run in North America, as well as Argentina and Brazil.
“Having our brands be part of the global conversation surrounding one of the most anticipated movies in recent years provides remarkable worldwide exposure for our Chrysler, Jeep, Dodge, RAM, and Fiat brands,” says Olivier Francois, Chief Marketing Officer for FCA Global. “Collaborating with Disney and Lucasfilm on Star Wars: The Force Awakens once again provides the opportunity to deliver the unexpected – relevant, entertaining and immediately noticed end-of-the-year Tier 2 commercials true to the individuality of each of our brands and featuring the Star Wars music and sound design known around the world.”
Lucasfilm first announced back in August that it was collaborating with FCA and six other global brands to promote its latest blockbuster, and in addition to its most recent marketing campaign, the Fiat brand displayed a custom-painted Fiat 500e Stormtrooper which had been inspired by the armor of the First Order Legion at the LA Auto Show. Adding to the fun, Mattel’s Hot Wheels offered Uber riders in New York a chance to catch a free ride in a custom-wrapped Dodge Charger that had been uniquely styled after a Stormtrooper, and what we wouldn’t have done to flag one down that day.