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New Dodge commercial takes inspiration from 'Talladega Nights', features new song by AC/DC

Dodge is celebrating its high-ranking J.D. Power survey results with a new commercial.

Photo courtesy of FCA US LLC

There were so many classic lines. Chief among them is, "If you ain't first, you're last." Dodge is showcasing its historic top spot inn J.D. Power's Initial Quality Study with a new "Talladega Nights: The Ballad of Ricky Bobby"-inspired commercial. The brand was also ranked first in the J.D. Power Automotive Performance, Execution and Layout Study.

The ad features actor Gary Cole as a younger Reese Bobby on a chase after his 10-year-old son Ricky Bobby. The 60-second spot is named "Family Motto" and set to the music of AC/DC's "Shot in the Dark", which is the first music released by the band in six years.

2020 Dodge commercial Talledega Nights Actor Gary Cole reprised his role for the commercial.Photo courtesy of FCA US LLC

"In our 60-second film, we needed to stay 100 percent true to the spirit of the original film, while simultaneously communicating the Dodge brand's record of 'firsts' as ranked by our owners," said Olivier Francois, Chief Marketing Officer. "Maintaining brand authenticity extended beyond Sony Pictures, including our music alliance with Columbia Records and AC/DC, in addition to Gary Cole reprising his role as Reese Bobby, and having the original movie's cinematographer, Oliver Wood, involved with this project. Together, we were able to accomplish this epic creative endeavor celebrating the Dodge brand's first-place wins, which could almost be envisioned as a deleted scene from the original movie."

Here's how the spot unfolds according to Dodge:

The spot opens circa 1981 in Talladega County with Reese Bobby, in a new 2021 Dodge Durango SRT Hellcat, on a walkie talkie imploring his young son Ricky Bobby, who appears to be driving a 2021 Dodge Charger SRT Hellcat Redeye and who yells, 'I wanna go fast,' to pull the vehicle over. During the chase, Ricky Bobby calls out to his best friend Cal Naughton Jr., who appears to pull up next to Ricky in a 2020 Dodge Challenger SRT Super Stock and who proudly proclaims, 'I had Mountain Dew for breakfast,' to help him outrun his father by using the infamous Shake 'n Bake maneuver (with a twist!), leaving his father proud and asking his son to remember the family motto, 'if you ain't first, you're last.'

Family Motto | Dodge www.youtube.com

"Dodge is honored to be the first domestic brand to rank No. 1 in not only the J.D. Power Initial Quality Study, but also the J.D. Power Consumer APEAL Study (mass market) in the same year," said Tim Kuniskis, Global Head of Alfa Romeo and Head of Passenger Cars – Dodge, SRT, Chrysler and FIAT, FCA – North America. "And Dodge is launching three 700-plus-horsepower muscle cars this year with the new Challenger SRT Super Stock, Durango SRT Hellcat and Charger SRT Hellcat Redeye, proving that we firmly believe our new 'Family Motto,' 'if you ain't first, you're last.'"

The spot is related to a larger Dodge marketing campaign. The Dodge Power Dollars 2020 incentive program, $10 cash allowance per horsepower on 2020 Dodge Challenger, Charger, and Durango models.

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The 2022 Acura TLX has the technology enabled.

Photo courtesy of Acura

Toyota and Lexus announced that the WarnerMedia RIDE app would be coming to their models earlier this year. Now, Honda and Acura will be offering the same.

On certain Wi-Fi enabled Honda and Acura vehicles, AT&T unlimited in-car Wi-Fi users will have access to the WarnerMedia RIDE app. The app allows users to connect multiple devices in their vehicles to browse, stream and share premium content from the WarnerMedia library while on the road.

Honda and Acura vehicle owners have been able to use their on-board modem as a hot spot for connecting up to seven devices since 2017. Models compatible for the new tech include the Acura RDX (2019-present), Acura TLX (2021), and Acura MDX (2022) across all trim levels. Honda vehicles with the tech include Accord (2018-present, Touring), Odyssey (2018-present; Touring, Elite), Insight (2019-present, Touring)., Passport (2019-present; Touring, Elite)., and Pilot (2019-present; Touring, Elite, Black Edition).

The WarnerMedia RIDE App allows passengers to access 1,000+ hours of live and on-demand entertainment. The app includes hit TV shows and movies from top brands such as Cartoon Network, CNN, HBO Max, TBS, TNT and TruTV, spanning animation, entertainment, news, sports and more.

WarnerMedia RIDE app The WarnerMedia RIDE app allows users to choose their own avatar.Photo courtesy of Acura

Users can set up profiles and personalize their user exerpience with an avatar from the WarnerMedia library. Profiles also ensure age-appropriate content with options for adults to restrict access to their profiles with an access code.

"Wireless connectivity and connected car services continue to be key features for customers and our long-standing relationship with AT&T continues to be one way we deliver exciting new content to Honda and Acura owners," said Art St. Cyr, vice president of North American Auto Strategy for American Honda. "Honda will continue working to enhance the in-car experience, including the capabilities of the AT&T network and access to top content with WarnerMedia RIDE."

"We're always looking for new and innovative ways to elevate the connected car experience for our customers. With WarnerMedia RIDE, we are delivering a connected experience that's perfect for journeys," said Joe Mosele, vice president, Mobility & Internet of Things, AT&T. "Our collaboration is keeping Honda and Acura owners connected wherever they travel with hours of news and entertainment for the whole family."

WarnerMedia RIDE is available now in the App Store and on Google Play for all U.S. unlimited data plan subscribers. WarnerMedia RIDE is included at no additional cost for existing and new unlimited subscribers.

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The engine bay is decorated with images of the American flag.

Photo courtesy of Karl Kustoms

A new customized 2016 Chevrolet Corvette Z06 pays tribute to members of the U.S. military. Karl Kustoms, a Chevrolet Performance retailer and custom shop, recently completed the build in partnership with Bad Boy Vettes. Nearly every panel of the Corvette has been modified to honor a military branch. Even the underside of the hood and engine bay have been artistically sprayed.

"It is a privilege to take on a custom project like this and use our skills to honor our nation's military," Clint Quesinberry, Digital Marketing Specialist. "This Memorial Day, we are proud to recognize those who served."

Karl Kustons US military 2016 Chevrolet Corvette The model started its life as a 2016 Chevy Corvette.Photo courtesy of Karl Kustoms

Unique features include detailed lettering of the words "Honor, Duty, Country", three words given an important place in military history after they were uttered by General Douglas MacArthur in 1962 at the U.S. Military Academy at West Point as part of his farewell address. There's also imagery of a U.S. Army helicopter firing at a Russian helicopter, a serviceman with a German Shepard, the U.S.S. Iowa battleship, and Arlington Cemetery stones with Medal of Honor recipients from each major conflict.

Karl Kustons US military 2016 Chevrolet Corvette Military imagery features throughout the body work.Photo courtesy of Karl Kustoms

The car was created as a full-time show car and is currently on display at the Corvette Museum in Bowling Green, Kentucky. It will remain there through the end of 2021 before traveling throughout the country at a variety of car events throughout 2022.

The customized Corvette is also a contender for the 2021 International Show Car Association (ISCA) Car of the Year.

Karl Kustons US military 2016 Chevrolet Corvette Imagery is featured on the body and under the hood.Photo courtesy of Karl Kustoms

"We did what we could to take this thing over the top," said Ed Birmingham, Karl Kustoms Painter. "I sat there for hours doing the detail work. I spent more time than I would normally spend on a hood, but it all paid off."

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