• by Tanya Gazdik , December 13, 2016

Fiat Chrysler Automobiles is launching a campaign for the Dodge Challenger GT that includes a Twitter takeover and a TV spot set in Alaska.

The 30-second “Russia” shows off the performance, power and all-weather capability of the all-wheel-drive muscle coupe, arriving in dealerships nationwide during the first quarter of 2017.  

Created by Doner, the spot showcases how Dodge Challenger enthusiasts can now have the confidence to drive their muscle cars all year round, no matter what the weather conditions. It was shot on location in Alaska where the vehicle was put to the test on snowy, icy and winding roads.

With typical Dodge irreverence, the Kevin Yon voiceover says: “There’s a place in America where you can almost see Russia … which means there’s a place in Russia where you can definitely hear America.” The spot closes with the brand’s tagline, “Domestic. Not Domesticated.” The song features AC/DC’s “For Those About To Rock (We Salute You),” which blares as the car tears down the snow-covered road.

The spot begins airing this week on broadcast and cable TV, including NBC’s “Dateline” (Dec. 16) and CBS NFL football (Dec. 18). The ad also runs in enthusiast 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.”

Dodge conducted a takeover on Twitter on Dec. 13 to showcase how the Challenger GT owns the winter season. The brand encouraged users to share what it is that they do to “own the holiday season” using the hashtag #HowToOwnTheSeason. The spot also lives on the brand’s YouTube, Facebook, Twitter and Instagram pages.

“With the Challenger GT joining the Dodge Charger AWD, Dodge offers the only cars that combine that visceral muscle car attitude without sacrificing practicality and all-weather security," said Tim Kuniskis, head of passenger cars — Dodge, SRT, Chrysler and FIAT, FCA — North America, in a release.