Jeep and Dodge branded spots as well as digital extensions will activate consumer engagement leading up to the film’s premiere

Fiat Chrysler Automobiles and Warner Bros Pictures have inked in a unique co-branded partnership to mark the release of the highly anticipated debut of the Batman v Superman: Dawn of Justice set to roll out across theatres in the United States on 25 March 2016.

The alliance includes the introduction of the 2016 Jeep Renegade Dawn of Justice Special Edition now available at dealerships nationwide. Jeep and Dodge branded television spots as well as social and digital extensions will also launch to activate consumer engagement leading up to the said premiere.

“Thanks to an extensive brand and product portfolio, we were able to address every automobile need for the movie including Jeep, Dodge, Chrysler, FIAT, Alfa Romeo, and Maserati, and from our sister company, CNH Industrial, Iveco heavy-duty commercial vehicles,” said Olivier Francois, Chief Marketing Officer at FCA Global.

The advertising push kicks-off on 22 February 2016 with the release of a 30-second commercial, Into the Stormacross television and the digital space. It features footage from the movie of Bruce Wayne (Ben Affleck) behind the wheel of the Jeep Renegade.

It captures how he feels compelled to move towards danger. The narration by Jeremy Irons, who portrays Alfred in the film, speaks to the very impulse: “You’re not afraid. You like chaos. The madder, the better. And in these times, we need that. We need you to rush in when everyone else is running away.

“The partnership allows us to expose the Jeep Renegade and its capability to a vast audience. The new Dawn of Justice Special Edition boasts a unique appearance package for the most capable small SUV we’re confident consumers, including millions of moviegoers, will love,” said Mike Manley, Head of Jeep Brand at FCA Global.

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