Chrysler Joins Forces with Star Wars: Episode VII – The Force Awakens

April 13th, 2018 by


Lucasfilm announced earlier this month that Fiat Chrysler Automobiles (FCA) has been selected to be one of seven brand partners in the marketing of Star Wars: Episode VII – The Force Awakens, set to release December 18th.

“The ‘Star Wars’ brand has endured over the years, across generational audiences because it connects with people in a very special way,” Lynwen Brennan, Lucasfilm general manager, said in a statement. “Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience ‘Star Wars: The Force Awakens.’”

Although FCA has not given further details about which of its car brands will be featured in the campaign, Chrysler is no stranger to partnering with movies and big stars – they have partnered with Universal Pictures’ Fast & Furious franchise since its inception.

With that in mind, we decided to count down our top 5 favorite Chrysler/Dodge commercials featuring celebrities.

5. Dr. Dre “Good Things” – Chrysler
With the Beats Audio system standard on the Chrysler 300, pairing with Dr. Dre was a natural choice for this campaign, not to mention that the narration doubles for both the brand and Dre himself.

 4. “Don’t Touch My Dart” with Craig Robinson and Jake Johnson
In 2014 comedic actors Craig Robinson (a.k.a. Darryl from The Office) and Jake Johnson (a.k.a. Nick from New Girl) joined together for the “Don’t Touch My Dart” campaign which featured a series of commercials in which Jake would attempt to touch his neighbor Craig’s Dodge Dart after being told not to. Why was Jake so adamant about touching Craig’s car? We can only guess it’s like reading the “don’t walk on the grass” sign. Once you know you can’t, you just have to.
 3. Danny Trejo “The Deal”
According to Dodge, “The Dart, Challenger and Charger are of a different breed. They’re tough, bold and aggressive, and since Dodge doesn’t build ordinary cars for ordinary people, why should we have an ordinary salesman? We’re proud to introduce Dodge’s newest and most talented salesman: Danny Trejo. In this campaign, Trejo shows our drivers the amazing possibilities that can take place when you’re behind the wheel of a Dodge. But, even if he proves that the Dodge is right for the driver, it’s up to them to prove that they’re right for the Dodge.” We couldn’t have said it better ourselves. But don’t worry, Danny doesn’t work at Safford of Warrenton.
 2. Ron Burgundy and the Dodge Durango
After a nine-year wait, news broke that Anchorman 2 was on its way, and who better to have as a spokesman for your car than (fictional) legendary news anchor, Ron Burgundy. He’s kind of a big deal and his ad campaign highlighted what makes the Dodge Durango a big deal, including the spacious glove box.
 1. Imported from Detroit featuring Eminem
During Super Bowl XLV in which the Pittsburgh Steelers fell to the Green Bay Packers 25 – 31, Chrysler introduced the world to the Chrysler 200 with narration that boasts about the true spirit of Detroit – “hard work, conviction, and generations of know how” while addressing the reputation they’ve received. Detroit natives, including rapper Eminem, remain proud of their heritage, much like Chrysler boldly proclaiming “Imported from Detroit”. With the entire two minute spot set to Eminem’s “Lose Yourself” with added vocals from a choir, this commercial still gives us chills.
 What’s your favorite FCA commercial? Let us know in the comments.
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