Dodge leads the ad charge for Universal Pictures' The Fate of the Furious

The eighth movie in Universal Pictures’ Fast and Furious franchise quickly approaches and auto brands are revving at the line to get involved with the movie.

In addition to partnerships from Castrol and Xfinity, US auto brand Dodge is returning to aid the franchise in a partnership that will see two of Dodge's cars - the Chargers and Challengers - feature in the movie as super-powered muscle cars.

Furthermore, a marketing campaign will be lead by the Muscle Heaven ad slot featured above, created by Texas-based agency GSD&M. It will build upon social and digital activations and exclusive licensed products.

Tim Kuniskis, head of passenger car brands, covering Dodge, SRT, Chrysler and Fiat FCA-North America, said: “Fast Dodge cars, adrenaline-filled action and family have fueled the Fast & Furious franchise from the beginning.

"For more than 15 years, the Fast & Furious series has showcased some of the world's most iconic and significant performance vehicles, and The Fate of the Furious will continue this tradition."

David O'Connor, executive vice president of global franchise management and brand strategy at Universal Pictures, added: “The world of Fast & Furious is inextricably linked to our partners at Dodge.

“Time and again, they have proven their commitment to ensuring that the cars are just as beloved characters as the family members who form the heart of the series."

The movie comes to theatres 14 April.

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