Dodge and GSD&M Flex Their Muscle Cars in New ‘Fate of the Furious’ Tie-In Campaign

By Patrick Coffee 

Vin Diesel isn’t going anywhere. He’s huge in China!

While The Fate of the Furious passed the billion dollar mark thanks to heavy ticket sales overseas, GSD&M—which won the Dodge brand just under one year ago—was busy doing a bit of racing of its own.

Dodge has maintained a partnership with the bro flick franchise, which started back in the days when Lou Bega was still relevant. And the pairing makes sense given parent company Fiat Chysler’s SRT or Street & Racing Technology line … which stars in the “Brotherhood of Muscle” campaign.

“Domestic, not domesticated” unlike Mr. Diesel, aka “Mark Sinclair,” who has three kids with his longtime partner.


In addition to stunt driving, he’s also a big fan of the “How low can I go” voiceover.

Next, some animal metaphors.

Your quote from CMO Olivier Francois:

“Vin Diesel is the ideal partner to drive Dodge’s new campaign, ‘The Brotherhood of Muscle.’ Both Dodge and Vin have large, extremely loyal fan bases that are passionate about high-performance vehicles, family and pride. It’s a natural fit that builds on the strengths of both of us.”

And more from the press release:

Diesel epitomizes “The Brotherhood of Muscle,” which is what the new spots and campaign is all about. It’s a natural, authentic, seamless partnership as Diesel’s true love of high-performance cars, intensity and pride are also Dodge brand passion points. Both Diesel and Dodge forge their own paths instead of conforming to society’s norms.

There’s a pretty good reason this all looked a bit like an action movie: it was directed by Marc Forster, who previously helmed such films as Monster’s Ball, Quantum of Solace and World War Z.

So despite what all your bosses and colleagues tell you every day, the fantasy that powered you through Miami Ad School is real: working in advertising is exactly like working in the movie business.