Brotherhood of Muscle

Dodge has been continuing to brand itself as the top American performance automobile brand. Dodge used to just build fast cars and create traditional automobile advertisements, until they discovered the power of movie franchises. For years the hero car in most the the Fast and Furious movies has always been a Dodge Charger, and it is also a favorite movie series among car enthusiasts. Dodge partnered with Universal to help advertise the movies and the cars. It has been so successful that every time a new Fast and Furious movie is released, that a new wave of Dodge advertisements are released, called "The Brotherhood of Muscle."

This specific advertisement is the first Brotherhood of Muscle ad created, and it features the star of the Fast and Furious franchise, Vin Diesel. The advertisement was created to build hype around the V8 engine lineup Dodge was offering at the time,  including the new Hellcats, and to build hype for the new movie Fate of the Furious. The advertisement was not created to capture a traditional car buyers attention, instead going after people who have a deep passion for performance cars.

As mentioned this advertisement was so successful that it spawned a series that is going on for 3 years now and doesn't look to be stopping anytime soon. The advertisements are so popular that Dodge has them featured on their website's home page. Head over to check it out. https://www.dodge.com/