The Star Wars marketing machine -- which is already on overdrive -- is about to hit the accelerator with a new round of ads plugging Chrysler, Dodge, Jeep, Ram and Fiat.
The global campaign, which includes seven TV spots, is the result of a partnership that Fiat Chrysler Automobiles struck earlier this year with Disney and Lucasfilm to co-promote "Star Wars: The Force Awakens," which opens on Dec. 18.
Cars, of course, don't exactly play a starring role in the galaxy far, far away -- unless the Landspeeder counts. But Fiat Chrysler is seeking to put its own auto-centric spin on the movie. For instance, an ad for Dodge (above) shows white Dodge Chargers, Challengers and Durangos playing the role of Stormtroopers, while a black Dodge Viper stands in for Darth Vader.
The ads were created to run in the U.S., Canada, Mexico Argentina and Brazil, with additional spots slated for Europe, Middle East and Africa.
"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," Olivier Francois, chief marketing officer for FCA Global, said in a statement.
The ad agency that worked on the spots is Doner, while Industrial Light & Magic created some custom content for the Jeep ad. Media buys for the ads include NFL and college football programing as well during primetime, according to FCA. Radio ads and social media executions are also planned.
The automaker is among seven brands that Lucasfilm announced in August as partners for an "expensive, historic promotional campaign" supporting the movie release. The other partners are Subway -- which also released a Star Wars ad this week -- as well as CoverGirl & Max Factor, Duracell, General Mills, HP and Verizon.
The FCA campaign follows an ad partnership with "The Hunger Games: Mockingjay -- Part 2" that debuted in the fall. Earlier this year, Dodge had a partnership with the "Furious 7" film.
FCA's other Star Wars-related activations this year included displaying a custom-painted Fiat 500e Stormtrooper at the L.A. Auto Show in November. In September, Dodge was part of a promotion with Uber and Hotwheels in which Dodge Chargers were made to look like Storm Troopers.
Here are some of FCA's other Star Wars ads: