SRT is looking to appeal to car enthusiasts. That should come as no surprise, given that the brand’s flagship model is the V-10-powered 2014 Viper and its other four models only offer 6.4-liter V-8 engines. This week, Chrysler’s performance brand released its first-ever commercial, and it plays up the fact that its cars have more than just bodies – they have souls.
Despite offering such high-power vehicles, SRT’s first commercial is quite tame. The two-plus-minute clip is narrated by a calm, steady voice that reminds everyone that “the average 16-year-old boy in America would rather have his own set of wheels than make out with the captain of the varsity cheerleading squad” and that cars are more than a combination of their parts, they are living, breathing souls “made of pieces that carry the double helix of its own DNA.”
Much of the ad shows teenagers coveting muscle cars of Chrysler’s past – hanging posters, cruising the avenue, doing donuts – and workers building the 2014 SRT Viper GTS. It’s not until the very end that we are treated to the full visuals and sound of a completed Viper. The revving of the 8.4-liter V-10 makes for a wake up call for the area surrounding a track – the vociferous sound sends birds into flight, echoes off canyons, and turns the heads of far-off hikers. The commercial ends with the SRT Viper on track, utilizing its 640 hp and 600 lb-ft of torque.
Check out the commercial below, and let us know if you, like the commercial states, can desire a machine more than another human being.