Dodge Partners with Lego for Metamorphosis

Dodge and Lego have rolled out a Speed Champions building set featuring the Challenger SRT Demon and a new marketing campaign.

Dodge and the Lego Group have partnered over a marketing push. The effort launches with a 30-second commercial. Titled Metamorphosis, the spot has been released across the carmaker’s social media channels to include Instagram, Twitter, Facebook, and YouTube.

The exercise features a Lego Speed Champions building set featuring the 2018 Challenger SRT Demon and 1970 Charger R/T. The initiative invites fans to recreate a drag racing experience by building the models using Lego pieces. The advert was created by GSD&M.

“Many Dodge enthusiasts become fans of the brand at an early age, and like me, also grow up building Lego vehicles we dream of one day driving on the road. Our youngest fans can now jump into the driver’s seat,” said Steve Beahm, Head of Passenger Car Brands at FCA.

The creative stars National Hot Rod Association drag racing champion, Leah Pritchett.