SRT has more models on offer than Chrysler. It has as many models as Ram, with hotted-up versions of the Dodge Charger and Challenger, Chrysler 300, and Jeep Grand Cherokee, plus the exclusive SRT Viper. Dodge is still the top of the choice heap, but SRT wants to wave its freak flag high after building its roster somewhat quietly. Since SRT can’t roar through everyone’s neighborhood, it’s taking to television with its first-ever advertising campaign.
You may have already been lucky enough to catch one of the Body and Soul spots that launched on June 8 on cable. There are 30-, 60- and 90-second versions of the commercial, and a web-only full version that clocks in at 2:15. It’s a nice piece of evocative writing by David Morring, who served as Creative Director for agency The Richards Group.
“We wanted to infuse our first-ever SRT creative campaign with grit, beauty, longing, desire and nostalgia,” said Olivier Francois, Chrysler’s Chief Marketing Officer. SRT President and CEO Ralph Gilles also weighed in about the campaign, saying “it’s the feeling of when you get behind the wheel and step on the throttle for the first time and feel the power of the engine. It’s that feeling and legacy that Chrysler Group has forged with owners and ther vehicles over the last cetury; something that SRT brand is creating with a new set of consumers for the first time.” Keep reading to check out the spots for yourself, read the press release, and see if they nailed it.
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Video: SRT gets first standalone ad campaign