This past week Fiat Chrysler Automobiles announced that on Sunday November 1, they would release four custom television spots featuring Chrysler, Dodge and Ram brands in partnership with Lionsgate and the latest installment of The Hunger Games, The Hunger Games: Mockingly-Part 2. The new commercials will span television, radio, digital and social media platforms.
“At FCA, we do not like to go traditional. We challenge the status quo, so we also questioned the well-established tradition of the end-of-the-year Tier 2 commercial. Tier 2 communication nearly plays on the ‘why buys,’ the most rational part of the purchase process. It is almost never relevant and rarely branded,” said Olivier Francois, Chief Marketing Officer – FCA Global. “Our collaboration with ‘The Hunger Games’ and Lionsgate is a great example of what can be done that’s unexpected. The association with such an anticipated and popular movie provides an exceptional relevance to our message. And the values shared with our three brands – the ‘rebellious’ Dodge, the ‘hard working’ Ram and the resilience of Chrysler – bring the branding element.”
Check out the first spot to air, the Chrysler brand ad, above. The three remaining spots, “Whistle”, “Playing With Fire”, and “The Official Truck of Heroes” are all available for viewing on YouTube.
FCA will also be one of the presenting sponsors of the film’s red carpet premiere in Los Angeles on November 16th. The Hunger Games: Mockingly-Part 2 hits theatres on Friday November 20th.
“May the odds ever be in your favor.”