The automaker from Auburn Hills is keen to bring back the passion people once had for Made in the USA, and we don't mean that in a Donald Trump kind of way. From now on, all their ads will feature the tagline "Domestic. Not Domesticated." tagline and the first two have already been released.
Of course, nothing says 'Merica and muscle car like adding some Metallica Fuel score. James Hetfield's trademark raspy voice can be heard towards the end of the first ad called 'Warning.' It's been released on Youtube and will air on Sunday, July 31 on “Comedy Central Roast” and features the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Durango R/T.
During this minute-long ad, a deadpan announcer delivers a warning regarding the consumption of Hellcat. It's so funny that we had to write some of it down for you: Dodge is a powerful vehicle that affects the chemicals in the brain, which may give you the feeling of immortality. You should not use Dodge if you are allergic to adrenaline, endorphins, burnouts or freedom. Dodge is highly addictive. Even one test drive of a Dodge may lead to irreversible changes in your life.” Driving a Dodge might just “impair your ability to obey the rules and respect social conventions.
They've also integrated it into the "Dodge Challenger SRT Hellcat -Unleashed (Episode One)" video. The idea of making a real-life Hellcat was good, but it came out looking three times as corny as a Michael Bay movie.
“Every brand has its own DNA, and Dodge’s bloodline is built on performance, passion, and attitude,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “’Domestic. Not Domesticated.’ embodies what Dodge stands for as a proud American performance brand. Our cars show off some very American traits – big, fast, powerful, fun to drive – all while being a completely valid choice as a safe and reliable family vehicle. Simply put, when you drive a Dodge, you don’t have to compromise. You can grow up without giving up.”
The new tagline also made a print debut in ESPN The Magazine’s 2016 “Body Issue,” released earlier this month.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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