SRT has more models on offer than Chrysler. It has as many models as Ram, with hotted-up versions of the Dodge Charger and Challenger, Chrysler 300, and Jeep Grand Cherokee, plus the exclusive SRT Viper. Dodge is still the top of the choice heap, but SRT wants to wave its freak flag high after building its roster somewhat quietly. Since SRT can't roar through everyone's neighborhood, it's taking to television with its first-ever advertising campaign.

You may have already been lucky enough to catch one of the Body and Soul spots that launched on June 8 on cable. There are 30-, 60- and 90-second versions of the commercial, and a web-only full version that clocks in at 2:15. It's a nice piece of evocative writing by David Morring, who served as Creative Director for agency The Richards Group.

"We wanted to infuse our first-ever SRT creative campaign with grit, beauty, longing, desire and nostalgia," said Olivier Francois, Chrysler's Chief Marketing Officer. SRT President and CEO Ralph Gilles also weighed in about the campaign, saying "it's the feeling of when you get behind the wheel and step on the throttle for the first time and feel the power of the engine. It's that feeling and legacy that Chrysler Group has forged with owners and ther vehicles over the last cetury; something that SRT brand is creating with a new set of consumers for the first time." Keep reading to check out the spots for yourself, read the press release, and see if they nailed it.



Show full PR text
Chrysler Group LLC's SRT (Street & Racing Technology) Brand Debuts First-Ever Advertising Campaign

"Body and Soul" Debuts in June with .30-, .60- and .90-second spots across Cable
A Special 2:15 Extended Version of "Body and Soul" Will Be Revealed on YouTube.com/driveSRT Starting on Friday, June 14th
Campaign Celebrates the Relationship between the 'Maker and the Machine'

June 13, 2013 , Auburn Hills, Mich. - The SRT (Street & Racing Technology) Brand is debuting its first-ever advertising campaign this summer to celebrate the legacy of its world-class performance vehicles: The Charger, Challenger, Viper, Grand Cherokee and the 300. The "Body and Soul" campaign launched on Saturday, June 8, with 30-, 60-, and 90-second spots across cable television, and continues throughout summer.

"We wanted to infuse our first-ever SRT creative campaign with grit, beauty, longing, desire and nostalgia for the tradition and history of the automobile but to also give a nod to the relationship between the machine and its maker," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "The Charger, Challenger, Viper, Grand Cherokee and 300 are inextricably linked not only to those who build the machines but to those who dream one day of owning one."

"'Body and Soul' personifies the connection that owners feel with their vehicle; it's that feeling of when you get behind the wheel and step on the throttle for the first time and feel the power of the engine. It's that feeling and legacy that Chrysler Group has forged with owners and their vehicles over the last century; something that SRT brand is creating with a new set of consumers for the first time," said Ralph V. Gilles, President and Chief Executive Officer – SRT Brand and Motorsports, Chrysler Group LLC. "The launch of this campaign marks a significant step forward for us and establishes the SRT brand's legacy as a vital component of our company."

The 30-, 60- and 90-second "Body and Soul" spots start with a nostalgic nod as footage flashes from the late '60s/early '70s and children are crammed in a station wagon's backseat on a long distance road-trip, parents with map in hand. It jumps to a kid wearing glasses in line at the DMV and teens cruising along Main Street on a Friday night. Scenes cut to show a young boy at an outside diner and invokes that the average 16-year-old boy in America would rather have his own set of wheels than make out with the captain of the varsity cheerleader squad.

The spot thereby seeks to answer the question: How can we desire a machine more than a human being? Close-ups of steel, carbon fiber, aluminum, and other elements are seen, which form into axles, chassis, frames and pushes to close-ups of hands and tools bending and shaping materials. It conveys that "every machine has a body. It is up to the maker to breathe life into its creation. The machine is the echo of the maker's soul."

In addition to the 30-second, 60-second and 90-second spots, a special 2:15 extended version of "Body and Soul" will be revealed on YouTube.com/driveSRT starting Friday, June 14th.

About SRT
The Chrysler Group's SRT (Street and Racing Technology) brand uses a successful product development formula featuring five proven hallmarks: awe-inspiring powertrains; outstanding ride, handling and capability; benchmark braking; aggressive and functional exteriors and race-inspired and high-performance interiors to remain true to its performance roots.

The SRT vehicle lineup features five vehicles that are world-class performance contenders and bring the latest in safety technologies and creature comforts. The 2013 Chrysler 300 SRT8, Dodge Challenger SRT8, Dodge Charger SRT8 are joined by the new 2014 Jeep® Grand Cherokee SRT and the SRT flagship 2013 Viper and Viper GTS models which are making their highly anticipated return to the high-performance sports car market.


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    • 1 Second Ago
  • 52 Comments
      express2day
      • 1 Year Ago
      I still don't get the benefit of having a separate SRT brand. One reason for having a car like the Viper was to give Dodge a "halo" model but that connection is now disappearing. Also, having models like Chrysler 300 AND SRT 300, Dodge Challenger AND SRT Challenger, etc. seems unnecessarily redundant especially during a time when less brands rather than more brands seems to be the focus. What was wrong with simply using SRT as a performance trim level?
        The Wasp
        • 1 Year Ago
        @express2day
        I agree. I also don't like moving the trucks to the "Ram" brand. As speculated last week, it really seems like the Dodge brand has lost a lot of value since it's most attractive models have been taken away. A lot of people derided Dodge for having somewhat questionable quality in the 80s and 90s -- but they sure knew how to sell cars. As Ford learned with the 'Taurus' nameplate, a strong name, even with a middling reputation, is a valuable asset.
        Wacko
        • 1 Year Ago
        @express2day
        I know very stupid move. Just like the Ram brand, stupid and useless. Every one says a dodge ram. Like others before me said Chrysler should be be upscale brand, Dodge should be the Normal brand. jeep is jeep, but that new Cherokee should be a dodge not a jeep. Jeep's should be jeeps, not crap like the compass and patriot. First of all any car that can be had in FWD should not get to called a jeep. and like you said SRT should be a trim level that can be on all the brands. And now with fiat, they have the abarth, that should be a SRT trim.
          Wacko
          • 1 Year Ago
          @Wacko
          The wasp, for the cherokee, I meant the car, not the name....
        Jonathan Wayne
        • 1 Year Ago
        @express2day
        Agreed, I hate the SRT name, it sounds stupid. The Viper will always be the Dodge Viper to me.
        k_m94
        • 1 Year Ago
        @express2day
        The only thing I can sort of agree with SRT (ahem, Dodge) doing is keeping the Viper separate. I mean, there is only one high performing model (with three trim levels, same car tho) and it's been a good solid 3 years since the last one so it makes sense them trying to differentiate it. The Viper is the only car that is built from the ground up to be an SRT, the Jeep, Challenger, 300, Charger SRTs are all high performance trim levels. I know comparing to their ex partner Mercedes might not go over so well, but the parallels with Mercedes' much better established AMG in house tuner are blatant. The C63, G63, S65, etc are all based on a regular Mercedes, and thus still bear the Mercedes name, but the SLS is AMG's fully in house model and has no ties with a pedestrian Merc. It still has a 3 point star on the bonnet whether you call it Mercedes or not. The "SRT Challenger" name doesnt make sense because the exact same car with no differences was once called Dodge Challenger SRT8, even the "392" one. Nothing was done to be worthy of breaking out into a different brand (same applies for 300, Charger, Grand Cherokee) and it dilutes the identity of the new brand which has enough trouble as it is convincing people their beloved Dodge Viper isnt a Dodge. Ideally, the only things that should be called just SRT are those that are stand alone models: Viper, potentially a future Barracuda if rumors hold true, and any other dedicated performance cars that are more than a mod job of dropping a bigger engine into a big car. I have the same bone to pick with making Ram a brand, except it's much more pointless than SRT. Say Dodge Ram, and regardless of the number afterwards everyone knows it's the pickup truck that's probably got a HEMI or Cummins in it. But name the brand Ram and the only thing in its name identifying that it's even a truck (and not a minivan with covered windows, yeesh!) is a number. In the end, all that's left wearing a Dodge badge in Chrysler's lineup are the soft- and medium- core versions of the Charger and Challenger, an outdated and rather poorly regarded family sedan (Avenger, no relation to the cooler, RWD car), a crossover (Journey), the non commercial version of the Grand Caravan, and a redressed Alfa compact sedan (Dart, no relation to the cooler, RWD car) whose rumored sporty SRT4 version would also likely abandon its Dodgeness.
      Hazdaz
      • 1 Year Ago
      I guess one more nail in Dodge's coffin. I really think this is an awful decision though. Dodge sells MORE vehicles than Chrysler, so getting rid of such a well-known brand is idiotic in my book. If anything, they should have never created "RAM" or even "SRT" as separate brands. Make Dodge the truck-only division, and possibly Mopar's high-performance division, while slowly giving Chrysler all the cars and minivans.
      Avinash Machado
      • 1 Year Ago
      Hope they are not planning on killing Dodge.
      Scott Kemp
      • 1 Year Ago
      The narrator's voice is so monotone in the full-length version is was difficult to actually pay attention to what he was saying. However, I love the ads. Thought-provoking without being cheesy and patriotic.
      Uhwhat?
      • 1 Year Ago
      I' happy to see that there is at least one major auto manufacturer that is still focusing on the core audience as well as keeping the heritage of true car guys alive. I am so tired of seeing brands who are making nothing more than mediocre appliances. Cars are intended to me visceral experiences not sleepy soup can commuter cars. Back in the day you bought a car to enjoy it! Lets keep those days alive!
      Brodz
      • 1 Year Ago
      That is brilliant advertising. Finally there is a TV commercial that just might make non-car-people understand how car people feel. Way to go Chrysler, never fire that advertising company you use.
      Matt
      • 1 Year Ago
      I don't get all the doom and gloom about SRT being it's own brand. It has one vehicle under its banner, the Viper, and is a trim for all the other vehicles. The Charger SRT and Challenger SRT both say Dodge (and technically SRT8) on the window sticker and the VIN comes back as a Dodge VIN. The Viper is the only car that has an SRT VIN and window sticker. For every car except the Viper, SRT is the same as AMG, M, or quattro GmbH. Just because the SRT8 trims are in an SRT commercial doesn't mean they aren't Dodge/Chrysler/Jeeps anymore, calm down.
      Koushiro Izumi
      • 1 Year Ago
      Killing Dodge would be a huge mistake. Fiat shouldn't have taken the Viper and Ram trucks away from Dodge. Ram especially. I mean there's a saying, "If a ram charges at you, what do you do? You DODGE!"
      Termin8
      • 1 Year Ago
      Cool commercial, just wish they had used another color Viper. REALLY think it looks nasty in white.
      Cruising
      • 1 Year Ago
      Dodge Ram SRT 10, yes Fiat all the best Dodge offers can live under one roof.
      Stephen Walton
      • 1 Year Ago
      RIP Dodge. Give my best to Plymouth.
        billfrombuckhead
        • 1 Year Ago
        @Stephen Walton
        Dodge is going no where, it's sales are up and improved models are on the way.
        Beardinals
        • 1 Year Ago
        @Stephen Walton
        LOL! What??????????
          Michael Scott H
          • 1 Year Ago
          @Beardinals
          What improved models lol. There's nothing right now. Only thing coming from dodge is the Promaster vans.
          Michael Scott H
          • 1 Year Ago
          @Beardinals
          Autoblog.com reports dodge has no future products. RIP Dodge........ no new avenger no Charger Durango is gone dart is selling slow. No van. There are no replacements coming if there are its dodge products going to Chrysler as new vehicles. Get your facts straight.
      usa1
      • 1 Year Ago
      I don't get SRT as a brand unto itself. To me, this is just another step in Fiat's plan to kill Dodge.
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