Dodge has unveiled its new high-performance Challenger GT with an ad push, for which the main element is a broadcast spot titled Russia.

Dodge has released its first television commercial for the new Challenger GT, the vehicle touted as America’s only all-wheel-drive muscle coupe. Titled Russia, the 30-second spot aims to showcase how enthusiasts can now take their muscle car for a spin, regardless of the weather outside.

Set to a high-energy soundtrack, the advertisement sees the variant flex its performance muscle as it cuts through an Alaskan landscape of snow-covered curves and mountainous terrain. The riveting film was conceptualised and executed in collaboration with full service ad agency, Doner.

Putting the model to the test, the creative was shot on location to capture the car’s performance in snowy and icy conditions, as it navigated through winding roads. The carmaker will host a Twitter takeover on 13 December. The short will also run on YouTube, Facebook as well as Instagram.

The brand is set to maximise on the campaign’s mileage with added social media exposure. Running on the hashtag, #HowToOwnTheSeason, Dodge will showcase the all-weather capability of the Challenger GT, so as to encourage its followers to share what it is that they do to ‘own the holidays’.

Russia airs this week on broadcast and cable networks, including NBC’s Dateline and CBS NFL football. The ad will also feature across targeted programming such as Discovery Channel’s Fast N’ Loud and Vegas Rat Rods; Velocity’s Custom Cars and Boy Toys; and BBC America’s Top Gear.

“The winter driving capability of the Challenger GT had to be shown in a way only Dodge can do. Showcasing the performance of the first all-wheel-drive muscle coupe, an Alaskan landscape and adrenaline-filled soundtrack are what make the ad special,” said Olivier Francois, CMO at FCA – Global.

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