Vin Diesel Joins Dodge’s ‘Brotherhood of Muscle’
The 'Fast & Furious' star will serve as the official spokesperson for Dodge's new marketing campaign
In Vin Diesel’s Fast & Furious movies, his character, Dom Toretto, is always talking about the importance of family. Now Diesel is joining a whole new family, thanks to a partnership with Dodge.
Vin Diesel will be the official spokesperson for Dodge’s “Brotherhood of Muscle” campaign.
Diesel is no stranger to working with Dodge. Vehicles from the automaker are featured heavily throughout the Fast & Furious franchise, including Dom Toretto’s 1970 Dodge Charger.
“Ever since ‘The Fast and the Furious’ began, my favorite has been the 1970 Dodge Charger,” Diesel said. “As Dodge is a partner in making the ‘Fast & Furious’ films, I’ve gotten to know what they stand for … as well as their passion for creating high-performance cars like the Hellcats and the Demon. They’re bringing muscle back the right way and these are my kind of cars.”
Throughout the “Brotherhood of Muscle” campaign, Diesel will demonstrate the performance capabilities of Dodge’s most prominent vehicles while narrating in a low, guttural voice during various television spots and promotions. Dodge has already released a number of these commercials.
In the first, Diesel calls for restless and wild drivers to join the Brotherhood of Muscle. You can view this advertisement below:
Another “Brotherhood of Muscle” spot, titled “Shepherds,” begins with Diesel describing people as either sheep or shepherds. The Hollywood superstar then goes on to offer a third option: to be the Big Bad Wolf, who eats sheep.
The very hungry Mr. Diesel and his Dodge vehicles can be viewed in the video below:
FCA’s selection of Vin Diesel to serve as Dodge’s new spokesperson isn’t just advantageous because he stars in the The Fate of the Furious, a film that just took the spot for the biggest global opening of all time. The partnership works so well because Vin Diesel, and by extension the Fast & Furious franchise, shares so much in common with Dodge brand and its brand persona.
“Vin Diesel is the ideal partner to drive Dodge’s new campaign, ‘The Brotherhood of Muscle,’” said Olivier Francois, Chief Marketing Officer for FCA “Both Dodge and Vin have large, extremely loyal fan bases that are passionate about high-performance vehicles, family and pride. It’s a natural fit that builds on the strengths of both of us.”
With more Fast & Furious films currently in the works, it seems highly unlikely that Dodge will want to end such a perfectly-placed partnership any time soon.