WWE Legend Bill Goldberg Plays Santa for Dodge

Wrestling superstar and band of heavy metal rockers put a Hemi-powered spin on the holidays in new ad hyping Charger and Challenger.

FCA’s year-end “Big Finish” advertising campaign launched on TV and online channels this week and includes Hollywood superstars helping to get auto enthusiasts in the holiday spirit, including wrestling champ Bill Goldberg, multi-platinum pop-rocker Gwen Stefani, and Grammy-nominated band OneRepublic.

“Our challenge during the holidays, when we are oversaturated with holiday music and bells ringing, is how do you get more than your fair share of attention if you use the same device as everyone else, and at the same time remain true to the identity of our brands?” said Olivier Francois, FCA’s Chief Marketing Officer. “The answer, as always, is the creative twist. From a rap reimagination of ‘Jingle Bells,’ to the heavy metal track ‘Santa Claus is Back in Town,’ to enlisting artists such as OneRepublic and Gwen Stefani to put their own spin on holiday music, it gives us the opportunity to hear a story that speaks to the moment and stands out at the same time.”

No Doubt‘s Stefani provides pitch-perfect holiday cheer in Dodge Ram’s new “Ginger Builders” commercial with the original track “You Make It Feel Like Christmas,” from her new holiday album by the same name.

Fellow rockers OneRepublic hype Jeeps in “Colorful Christmas,” a festive spot that features the Colorado band’s vibrant re-imagination of “White Christmas,” as the Jeep brand’s full vehicle lineup celebrates the colors of the holiday season, set against mountainous red rocks, emerald green forests, aqua blue coastlines, and white snowy landscapes. The “Colorful Christmas” ad marks the Colorado band’s second collaboration with the Jeep brand this year. And as a gift to fans, OneRepublic’s cover of “White Christmas” is available for free download exclusively on Jeep.com until Nov. 8.

The most memorable spot, however, goes to WWE and WCW icon Goldberg, who stars in FCA’s Dodge holiday spot, helping hype muscle cars like the Dodge Charger and Challenger. In the 30-second spot titled “Upgrade” stars Goldberg as a pumped-up, sleeveless Santa, who stares at his centuries-old sleigh and proclaims to his elves: “It’s time for an upgrade!” The elves proceed to take inspiration from the Dodge brand lineup to put a decidedly Dodge spin on Santa’s classic sleigh, from the 797-horsepower Challenger Red Eye engine, dual exhaust tips, six piston Brembo brakes, and seven-passenger seating.

“There’s more than one way to fly!” reads the tagline as a heavy metal cover of the Elvis Presley classic “Santa Claus Is Back in Town” provides the soundtrack, and features an all-star band of musicians from legendary bands like Dio, Deep Purple, and Judas Priest. If that doesn’t get you super-charged for the holidays, nothing will.

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David Ciminelli

Los Angeles-based journalist David Ciminelli has covered everything from high-profile Lexus and Toyota reveals to reality TV show competitions focusing on custom automotive mods. He considers the "Droptops & Dirt" event in Malibu, “Luftgekühlt” and Sunset GT among his favorite automotive events to cover.

He has also interviewed artists like Megadeth and Jennifer Lopez, handled red carpet interviews at the MTV VMAs, and covered rock icons Rush getting a star on Hollywood Boulevard for media including The Hollywood Reporter, Daily Variety, Out Magazine, IN Los Angeles and more. His byline has also appeared in Billboard, Ad Week, Backstage and Art Voice.

Currently, David contributes to over a dozen automotive websites, including Ford Truck Enthusiasts, Club Lexus, Rennlist, Chevrolet Forum, Corvette Forum, Team Speed and Harley-Davidson Forums.