Welcome to Muscleville, Ultimate Land of Dodge Performance Fun
Dodge marketing campaign transformed a small town in Southern California into a muscle car utopia for a day.
Earlier this week, the Dodge YouTube channel introduced two new videos portraying Muscleville, a town where speeding is ignored, burnouts are celebrated and Main Street is a functional drag strip. These videos are the first of a four-part series that the brand will roll out to promote the Dodge Performance Days sales event, running through the end of March. These first two began running on television this week and the other two commercials will be introduced sometime later this month.
“There’s no better time than Spring to kick off muscle car season,” said Steve Beahm, Head of Passenger Car Brands, Dodge//SRT, Chrysler and FIAT – FCA North America. “And what better way to celebrate our Dodge//SRT enthusiasts than to create a town just for them. In fact, our fans had the opportunity to line up on Main Street to meet the ‘Mayor’ and participate in the production, making them honorary residents of ‘Muscleville,’ a Dodge owner’s paradise.”
Details on Muscleville
Muscleville is actually Taft, California, which on February 15 was transformed into a gearhead’s utopia. Aside from the fact that the streets are lined with modern performance vehicles including the Charger, Challenger and Durango, every aspect of the town focuses on high horsepower fun.
Street names in Muscleville include Hellcat Way, SRT Street and Charger Lane. The local movie theater is called the Hemiplex and the current movies are “Burning Rubber Man” and “The Scat Pack”, while “Streets of Smoke” is coming soon. Of course, a town like this needs a proper leader, so Dodge chose hardcore collector and proud Mopar fan Bill Goldberg, whose face appears on local billboards in addition to making an appearance in the commercial.
First Two Commercials
The first commercials featuring Muscleville are “Welcome to Muscleville” (above) and “Fast Lane” (below). In the video above, we get our first look at the imaginary town with Dodge muscle cars doing donuts, burnouts and racing through the middle of the town square as the mayor watches.
In the video below, we see more of the Durango SRT, along with more clips of the high octane fun that goes on throughout Muscleville.
As an interesting note, the new Dodge vehicles parked along the streets in the commercials are privately-owned vehicles who got to play residents of Muscleville for the filming. This includes Zakkre Tardiff’s supercharged V6 Charger, so while the commercial states that there is a Hemi V8 under every hood, those folks with Pentastar power are welcome in Muscleville as well.