W+K Portland Presents Dodge Vehicles as ‘Predators’

By Erik Oster 

W+K Portland takes a break from crafting origin stories with its new spot for Dodge, positioning the the Challenger and Charger Hellcats and Dodge Viper as “predators.”

“We don’t have to worry about predators like our ancestors did,” says the voiceover at the opening of the spot, over footage of empty roads at night. As Dodge vehicles race down abandoned city streets to the tune of Phil Collins‘ “In The Air Tonight,” he adds, “There are no more monsters to fear…and so, we have to build our own.” As that line is delivered and the tune reaches its famous drum interlude, the cars peel out as text promises “707 horsepower” and “top track speed of 206 miles per hour.” In addition to the 90-second version (featured above), there’s also a 30-second version of the spot. The 90-second version will make its debut in movie theaters beginning tomorrow, while both versions  will make their broadcast debuts on major entertainment and sports cable networks next week. The 30-second version will also air on a giant screen in Time Square on Monday, as well as during Fox’s coverage of the MLB All Star Game on July 14.

“We don’t build Hellcats or Vipers for high volume, we build them as brand positioning statements,” said Tim Kuniskis, president and CEO, Dodge and SRT
brands. “These vehicles may be a small percentage of our overall sales but they send a very strong message about the brand personality and attitude.”



Creative Directors: Aaron Allen / Kevin Jones
Copywriter: Mike Egan
Art Director: Danielle Delph
Broadcast Producer: Melanie Fedunok
Strategic Planning: Cat Wilson/Sarah Biedak
Media/Comms Planning: Alex Barwick
Account Team: Lani Reichenbach/Cheryl Markley/Stephanie Montoya/Gillian Merrill/Derek Roth
Business Affairs: Cindy Lewellen
Project Management: Stacy Grogan
Executive Creative Directors: Joe Staples/Susan Hoffman/Mark Fitzloff
Head of Production: Ben Grylewicz

Production Company: RSA
Director: Henrik Hansen
Executive Producer: Marjie Abrahams
Line Producer: Linsa Masse
Director of Photography: Benoit Debie

Editorial Company: Rock Paper Scissors
Editor: Biff Butler
Post Producer: Ashley Bartell