The Dodge brand spot, "The Force Gathers," pays homage to the iconic image of Darth Vader and his army of Stormtroopers. 

Advertising / Marketing | December 03 2015

FCA taps its inner Star Wars; what’s yours?

There’s a little bit of the Star Wars epic in each of us.

From “Great, kid. Don’t get cocky” to “Do. Or not do. There is no try.” How do you connect with Star Wars?

With FCA US, five of our core brands – Chrysler, Dodge, Jeep®, Ram, FIAT – will each express its inner Star Wars in a series of co-branded videos, available at YouTube, and as TV ads throughout much of this galaxy. In all, there will be seven co-branded TV spots.

“Collaborating with Disney and Lucasfilm on ‘Star Wars: The Force Awakens’ once again provides the opportunity to deliver the unexpected  – relevant, entertaining and immediately noticed end-of-the-year commercials true to the individuality of each of our brands and featuring the Star Wars music and sound design known around the world,” said FCA Global Chief Marketing Officer Olivier Francois.

In addition to each brand’s themed spot, detailed and linked below, our Dodge colleagues will display a Star Wars-themed car at the Dec. 14 LA premiere of “Star Wars: The Force Awakens.”

If you’ll recall, earlier this year, Mattel’s Hot Wheels offered Uber riders in New York the once-in-a-lifetime chance to catch a free ride in a custom-wrapped Dodge Charger uniquely styled after a “Star Wars: The Force Awakens” Stormtrooper.

Last month at the LA Auto Show, FIAT brand showed off its own Fiat 500e, inspired by the armor of the First Order Legion.

As we dig into how each of our brands express their inner Star Wars below (with links to each video), let us know in the comments about your inner Star Wars.

Chrysler Brand

Chrysler’s “First Time” spot celebrates the awe one feels when experiencing truly momentous occasions in life. From the first viewing of Star Wars in 1977, to your first love, through marriage and parenthood, to sharing Star Wars with the next generation, Chrysler is there to help enable those experiences. As the spot states, “few things feel like the first time you saw Star Wars.”

Dodge Brand

“The Force Gathers” pays homage to the iconic image of Darth Vader and his army of Stormtroopers. An armada of white Dodge Chargers, Challengers and Durangos, all led by a sinister black Dodge Viper, march towards some nervous valets at the red-carpet opening of the newest Star Wars film. This is all set against the famous “Imperial March” music.

Jeep® Brand

In “Shooting Star,” Industrial Light & Magic created custom content for the ad featuring an epic space battle between the Rebel Alliance and the Imperial forces. A TIE fighter explodes, which appears like a shooting star to our Jeep passengers admiring the starry sky many galaxies away. The spot concludes with a voiceover that says, “Enjoy the freedom to go far, far away” as only a Jeep can take you to a place where you have an expansive view of the galaxy.

Ram Truck Brand

The Ram “Family” spot uses sound design and music from the movie trailer and features the voice of actor Mark Hamill (Luke Skywalker). First opening on a blurry image far off in the distance of a barren desert landscape, Ram vehicles power through the desert, revealing a Ram 3500, 2500, 1500 and the new Rebel, as Hamill says, “There exists an all-powerful force in the universe. It surrounds us. Gives us strength. Turns fear into hope. And to those who seek to harness such power … This is what you’ve been looking for…” The spot closes promoting the year-end Ram sales event and “Star Wars: The Force Awakens.”

FIAT Brand

“Awakening” embodies the classic Star Wars theme of balance between good and evil with black and white Fiat 500 Abarths dueling it out on what looks like a landscape from a galaxy far, far away.

The 30-second co-branded television spots started running in the U.S. on Thursday, Dec. 3, and are available to air in Canada, Mexico, Argentina and Brazil. Additional spots will be rolled out in countries throughout the FCA EMEA region: Europe, Middle East, Africa.

Star Wars: The Force Awakens” opens worldwide Dec. 18. (But, we’re sure you already knew that.)