Chrysler Group has launched the first United States-wide advertising for its SRT performance brand. The campaign dubbed "Body and Soul" was rolled out June 8, 2013, and will continue throughout summer via 30-, 60- and 90-second commercial spots on cable TV. The carmaker has also launched an extended version of a commercial on SRT's YouTube channel.
SRT -- referring to Street and Racing Technology -- is the named bestowed to the Viper as well as to performance versions of the Jeep Grand Cherokee, Chrysler 300 and Dodge Challenger and Charger. In a statement, SRT brand chief Ralph Gilles remarked that the launch of the advertising campaign marks "a significant step forward" for SRT and establishes the brand's legacy as a vital component of the company.
The ads begin by flashing childhood images that seems to pay homage to the '60s and early '70s -- the muscle cars were as popular as ever. Then the ads ask the question: “How can we desire a machine more than a human being?" In a statement, Olivier Francois, chief marketing officer for Fiat and Chrysler, remarked that they wanted to infuse their first-ever SRT creative campaign with “grit, beauty, longing, desire and nostalgia” for auto tradition and history as well as “give a nod” to the relationship between the machine and its maker.
Chrysler posted a 9-percent surge in sales in the US in the first five months of 2013. Analysts say that the brand image, “cool factor and cachet” provided by the SRT line and other performance models outweigh the limited sales volumes. They noted that some performance brands like the BMW's M badge and Mercedes-Benz's AMG line could create considerable profits.