December 07, 2015
Andrew Wendler

With the average attention span of the modern consumer clocking in somewhere in the sub-10-second range, it’s more difficult than ever for marketers to make a lasting impression. One surefire way to grab the attention of the tech-distracted masses is to latch onto an already skyrocketing chunk of popular culture that has them in its grip. And that’s exactly what Chrysler has done with its latest batch of Star Wars–themed advertisements, intended to capitalize on the hype surrounding Star Wars: The Force Awakens, which debuts worldwide on December 18.

The Star Wars/FCA tie-up kicked off earlier this year, when Mattel’s Hot Wheels offered Uber riders in New York the opportunity to catch a ride in a Dodge Charger clad in the vinyl likeness of the First Order Stormtroopers from the new flick. Shortly thereafter, the maker displayed a Fiat 500E with a similar treatment at the 2015 L.A. auto show.

Created by the Doner Agency in partnership with Disney and Lucasfilm, the new TV spots follow the “quick-hit” formula of self-referential marketing, striving to combine traditional fanboy enthusiasm with a 21st-century ironic sensibility. Featuring Chrysler, Dodge, Jeep, Ram, and Fiat vehicles, seven Star Wars spots were created. All of them will hit TV on December 3, but five have been released early and are embedded here. Don’t miss Mark Hamill—Luke Skywalker himself—dispensing information about Ram’s smokin’ financing deals as he narrates the spot dedicated to FCA’s truck brand. Without further ado, enjoy:

Car and Driver