Dodge Launches New ‘Power Uncaged’ Campaign
The muscle car brand Dodge is known for many things – horsepower, performance, racing, and style. Indie music really doesn’t come to mind, but that’s not going to stop the automaker from launching a new marketing campaign alongside the release of a new album from indie singer sensation Billie Eilish. Having released her second studio album, “Happier Than Ever”, the new Dodge campaign is dubbed “Power Uncaged”, and puts the Dodge Challenger, Charger and Durango SRT Hellcats models on display. Before Dodge goes electric with eMuscle, there is a little more time to celebrate what the automaker is known for.
“Billie is one of the most creative and innovative artists of our generation…The power and subtlety of her music perfectly embody the spirit of the Dodge brand. Her new song ‘Oxytocin’ makes the perfect soundtrack for our ‘Power Uncaged’ campaign.” – Olivier François, Global Chief Marketing Officer, Stellantis
Capturing many people with the sounds of “You Should See Me in a Crown”, and the music video that would give some people nightmares (she’s covered in spiders), Eilish has had an impact on many, and being so young, well, Dodge is looking to keep things fresh while it works on this new electrified paradigm the automaker is working on. The new “Power Uncaged” campaign features two ad spots, one new 60-second video that features Eilish’s new track from the new “Happier Than Ever”, album “Oxytocin”.
The song, Oxytocin, is said to be one of Eilish’s favorite songs on the album because it captures many feelings the artist was going through at the time, but most importantly, she wanted a song that would be “insane [when performed] live”. A 30-second version of the “Power Uncaged” campaign has already started broadcasting across television since July 29, 2021, but consumers can always watch the videos on digital and Dodge social media channels. Does Oxytocin do the brand justice? Check out the video below.
Personally, I don’t think they fit. At one point I thought I was watching a commercial for the Kia Soul. It feels like a dark pop song in the background while Dodge shows off the performance of the Challenger, Charger, and Durango SRT Hellcats. And with all the aggressive, robust campaigns and contests that Dodge has held in the past, even going so far as to hire American professional wrestler from the WCW and WWE Bill Goldberg for a few things, a different song or music genre is expected.
For the 2021 model year, Dodge produced the most powerful vehicles it could: the 807-horsepower Dodge Challenger SRT Super Stock; the new 710-horsepower Dodge Durango SRT Hellcat, the most powerful SUV ever; and the new 797-horsepower Dodge Charger SRT Redeye, the most powerful and fastest mass-produced sedan in the world. Delivering unrivaled performance, consumers will always find the Dodge vehicle that gets their heart pumping and their adrenaline going – and if not looking for such powerful engines, Dodge vehicles are still miles ahead when it comes to the comfort of the cabin. It really feels like being in the pilot seat when getting behind the wheel.
You can find your own Dodge Challenger, Dodge Charger, or Dodge Durango at Aventura Chrysler Jeep Dodge Ram.