There are three different versions of the ad that have been playing on cable television since June 8, ranging from about 30 to 90 seconds in length, and they all use fairly sophisticated means to get their message across.
Rather than signify the actual performance of SRT's cars, they aim to personify the almost spiritual connection some people have with their cars, especially owners of rare performance cars like those offered by SRT. The ads also hint at Chrysler’s performance past, showing the connection the relatively new SRT brand has with America’s rich automotive history.
Though the car featured primarily in the ads is SRT’s flagship, the Viper, all of its models get a mention. The rest of the lineup includes performance versions of the Charger, Challenger, Grand Cherokee and 300.
The new ads will run throughout the summer.
“The launch of this campaign marks a significant step forward for us and establishes the SRT brand's legacy as a vital component of our company,” SRT CEO Ralph Gilles said in a statement, signifying that there are more steps to come in SRT’s efforts to branch off as a separate division.
The SRT brand will be present at the prestigious 24 Hours of Le Mans this month, racing a pair of Vipers, and there’s talking of more models unique to the SRT brand such as a Barracuda muscle car based on the next-generation Dodge Challenger.