FCA gets in on the ‘Batman v Superman’ action

When chaos ensues in Batman v Superman: Dawn of Justice, Bruce Wayne hops in a Jeep Renegade to confront it.

Fiat Chrysler Automobiles is continuing its movie-alignment marketing strategy in the upcoming superhero flick through a co-branded partnership with Warner Bros. Pictures.

Jeep launched a new ad today on TV and online featuring film footage that shows Wayne, played by Ben Affleck, weaving through a crumbling city in the Renegade.

At one point, the speeding Wayne avoids a head-on collision with a Chrysler 200 and drives past a Dodge Charger police cruiser bearing the “Metropolis” label — early indicators of the automaker’s product-placement deal with the film. FCA provided more than 100 vehicles during production of the movie, an FCA spokeswoman said.

Detroit was among the shooting locations for the film. Dodge, Fiat, Alfa Romeo and Maserati vehicles were used in the movie.

The 30-second spot, titled “Into the Storm,” is narrated by Jeremy Irons, who portrays Wayne’s butler, Alfred. FCA is using the spot to pitch the Dawn of Justice special-edition Renegade that’s available at dealerships across the country.

FCA will run the ad during prime time and late-night television programming, sports broadcasts and in theaters.

“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 of FCA, in a statement.

“With much of the film’s production taking place in our own backyard of Detroit, our ability to creatively collaborate with the WB team reached new heights. The product integration was so organic to the filmmakers’ vision and storyline, all we had to do was incorporate scenes from the movie for our commercials.”

Dodge debuts a 15-second spot with the Challenger and Durango in mid-March. FCA says the ad is based on the idea that “the superhero world needs villains, and even the villains need cars.”

The campaign will have social and digital extensions on Facebook, Twitter and Instagram.

FCA’s collection of movie partnerships continues to grow.

The automaker partnered with Lucasfilm for a global campaign to co-promote Star Wars: The Force Awakens and five of its brands. It also collaborated with Paramount Pictures for a co-branded effort with comedy flick Zoolander No. 2 that released on Feb. 12.

The automaker aligned last spring with driving flick Furious 7 in a Dodge promotion. Chrysler, Dodge and Ram partnered with Lionsgate for The Hunger Games: Mockingjay — Part 2 movie that was released in November.

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