In the Billie Eilish documentary “The World’s a Little Blurry,” one scene features the musician weeping with joy when she receives the car of her dreams—a black matte Dodge Challenger. In the video for her track, "Everything I Wanted," she takes her Challenger on a late-night drive—all the way into the ocean. Now, she’s teamed with Dodge to promote the release of her sophomore studio album, “Happier Than Ever.”
On July 29, the Stellantis brand dropped a new spot, “Power Uncaged,” which features the “Oxytocin” track from Eilish’s new album alongside scenes of the Challenger, Charger and Durango SRT Hellcat.
“Can’t take it back once it’s been set in motion,” Eilish sings as a vehicle drifts on a nighttime street, ramping up in speed. A voiceover then announces, “Power can’t be tempered, silenced or caged. It can only be set free,” as the car blasts off onto an expanse of asphalt, joined by other vehicles.
The spot, created out of GSD&M, is meant to showcase the “raw power of Dodge and Billie Eilish, encouraging people to let their power free,” the brand said in a statement. The ad is running on broadcast, digital and Dodge social media channels.
“Billie is one of the most creative and innovative artists of our generation,” said Olivier François, global chief marketing officer, Stellantis, in a statement. “The power and subtlety of her music perfectly embody the spirit of the Dodge brand. Her new song ‘Oxytocin’ makes the perfect soundtrack for our ‘Power Uncaged’ campaign.”
François is no stranger to bringing musicians into his marketing. As CEO/CMO of Chrysler, he tapped Eminem for the celebrated “Imported from Detroit” campaign that featured his music, and the artist himself, in a Super Bowl ad.