Diesel, known for driving Dodge's performance vehicles in the "Fast & Furious" movie franchise is extending his passion for muscle cars beyond the big screen through a partnership with Dodge.
He is currently being featured in a series of television ads with the first three having just debuted - “Rally Cry,” “Shepherds” and “Monsters.”
In each ad, he drives a Dodge Challenger SRT Hellcat, Charger SRT Hellcat and a Durango R/T and leads a pack of the ultimate Dodge performance vehicles.
Diesel officially joins the Dodge SRT family in “The Brotherhood of Muscle.”
In his voice-over, Diesel introduces viewers to Dodge’s “The Brotherhood of Muscle” lifestyle of forging one's own path before ending with “Welcome to the Brotherhood of Muscle” and the Dodge tagline, “Domestic. Not Domesticated.”
The spots air on network programming, including prime time and NASCAR, as well as cable entertainment and sports programs. They were created in partnership with Austin, Texas-based creative agency, GSD&M.
In addition to the television ads, Diesel will chat about his experiences driving Dodge vehicles and introduce his enormous fan base on his social media platforms to the brand’s “The Brotherhood of Muscle” lifestyle.
Diesel has more than 100 million fans on his Facebook page alone
