Vin Diesel’s Brotherhood of Muscle

Global Superstar Vin Diesel Officially Joins the Dodge//SRT Family

as Both Come Together to Form ‘The Brotherhood of Muscle’

Actor, producer, director and screenwriter Vin Diesel, known for driving legendary Dodge performance vehicles in his iconic role as Dom Toretto in the films of the “Fast & Furious” franchise, is extending his passion for muscle cars beyond the big screen through a partnership with Dodge. The star of “The Fate of the Furious,” Diesel currently headlines the No. 1 film on the planet, which just took the spot of the world’s biggest global opening of all time.

Diesel powers a new campaign for Dodge and SRT, America’s mainstream and ultimate performance brands, and will be featured in a series of television ads — with the first three debuting May 1.

“Dodge and SRT vehicles have an attitude and presence that provide their owners with much more than just transportation,” said Tim Kuniskis, Head of Passenger Car Brands – Dodge, SRT, Chrysler and FIAT, FCA - North America. “Customers who choose to purchase a Dodge from among nearly 300 available vehicle nameplates intentionally do so to make a personal statement. As Dom Toretto, Vin has played an integral part in the development of the Dodge attitude, since his 1970 Charger appeared in ‘The Fast and the Furious.’ It is very fitting to now have Vin become an official member of the Dodge brand family.”

“Vin Diesel is the ideal partner to drive Dodge’s new campaign, ‘The Brotherhood of Muscle,’” said Olivier Francois, Chief Marketing Officer, FCA – Global. “Both Dodge and Vin have large, extremely loyal fan bases that are passionate about high-performance vehicles, family and pride. It’s a natural fit that builds on the strengths of both of us.”

“Ever since ‘The Fast and the Furious’ began, my favorite has been the 1970 Dodge Charger,” Diesel said. “As Dodge is a partner in making the ‘Fast & Furious’ films, I’ve gotten to know what they stand for… as well as their passion for creating high-performance cars like the Hellcats and the Demon. They’re bringing muscle back the right way and these are my kind of cars.”

The Brotherhood of Muscle” Commercials

The Dodge brand’s fearless attitude shines through in three television spots breaking this week – “Rally Cry,” “Shepherds” and “Monsters.” In each, Diesel drives a Dodge Challenger SRT Hellcat, Charger SRT Hellcat or Durango R/T, and leads a pack of the ultimate Dodge performance vehicles. In his voiceover, Diesel introduces viewers to Dodge’s “The Brotherhood of Muscle” lifestyle of forging one’s own path. The spots end with Diesel’s voice saying, “Welcome to the Brotherhood of Muscle” and the Dodge tagline, “Domestic. Not Domesticated.”

The spots air on network programming, including primetime 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.

One Race Films, founded in 1995 by writer, director, producer and actor Vin Diesel, has produced the five highest-grossing films in the Fast franchise — “The Fate of the Furious,” “Furious 7,” “Fast & Furious 6,” “Fast Five,” as well as “Fast & Furious.” He has directed ”Multifacial,” ”Strays” and ”Los Bandoleros.” Previously, ORF launched multiple franchises in the action genre, including the science-fiction thriller ”Pitch Black” and the two follow-up films, ”Chronicles of Riddick” and “Riddick,” along with the hit ”xXx,” and the recent “xXx: Return of Xander Cage.”  In addition to a thriving film production company, ORF launched One Race Television and gaming company in 2002, Tigon Studios, which has produced three critically acclaimed console titles, including “Chronicles of Riddick: Escape from Butcher Bay” and original property “The Wheelman.”  One Race Television has partnered with Universal Television on a multi-year first-look production deal.

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