New SRT Brand Commercial Speaks to Passion for Driving | Edmunds

New SRT Brand Commercial Speaks to Passion for Driving


Just the Facts:
  • "Driven," a new TV commercial for Chrysler's SRT brand speaks to the passion for driving that is built into all models in the lineup.
  • The ad will air during television coverage of the Grand Prix of Long Beach, April 12, and will continue to air on United Sports Car Championship broadcasts throughout the season.
  • This is the second TV campaign for the SRT brand, following last summer's "Body and Soul" ads.

AUBURN HILLS, Michigan — A new TV commercial for Chrysler's SRT (Street and Racing Technology) brand speaks to the passion for driving that is built into all models in the lineup.

Although the 30-second spot, entitled "Driven," begins with footage of a competition SRT Viper GTS-R circling a racetrack, and the voice-over appeals to "the racer inside your head," it quickly switches gears.

Subsequent shots depict road-going versions of the 2014 Viper SRT, Dodge Challenger SRT8, Jeep Grand Cherokee SRT,  Dodge Charger SRT8 and Chrysler 300 SRT8, underscoring that all these high-performance models can satisfy that internal racer as "emotions take the driver's seat, allowing reason to become the passenger."

The ad will run during television coverage of the Tequila Patrón Sports Car Showcase at Long Beach on April 12, 2014, and will continue to air on United Sports Car Championship broadcasts throughout the season.

"Driven" is the second TV campaign for the SRT brand, following last summer's "Body and Soul" ads, the first national ads for the brand. Those equally dramatic spots promoted the idea that even though "every driving machine has a body, for a cube of metal alloys and composite materials" to invoke passion, it must also have a soul.

The brand's message, according to Chrysler Group multimedia editor Dale Jewett in a blog, is that "street and Racing Technology vehicles are engineered by serious drivers, for serious drivers." And, as the ads show, that doesn't just apply to racing drivers.

Edmunds says: SRT is making an unambiguous statement of its mission and its intended market with these unique ads.

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