The Dodge Viper is Darth Vader in Fiat Chrysler's 'Star Wars' Ad Push

Series of Spots Plugs Chrysler, Dodge, Jeep, Ram and Fiat Brands

Published On
Dec 03, 2015

Editor's Pick

The Star Wars marketing machine -- which is already on overdrive -- is about to hit the accelerator with a new round of ads plugging Dodge, Chrysler, 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, the ad for Dodge, seen here, 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. The agency that worked on the spots is Doner, while Industrial Light & Magic created some custom content for the Jeep ad.

Read more about this campaign over at