Dodge Viper ACR Taunts Corvette in Star Wars-Themed Ad
Dodge's 2016 Viper ACR features as Darth Vader in a Star Wars-inspired advert, using a cheeky number plate to take aim at Chevrolet's Corvette.
Dodge put the 2016 Viper ACR at the centre of a Star Wars-themed advert, styling the American track car as Darth Vader and taking a shot at Chevrolet’s Corvette with a reference hidden in its number plate. The ad, created to coincide with the release of The Force Awakens, features the Viper leading a fleet of Dodge models in a dramatic parade reminiscent of an Imperial march.
The most pointed detail is the Viper ACR’s registration: LKH457. The sequence '457' is a nod to the CR90 Corvette battleships from the Star Wars universe, a subtle dig at Chevrolet’s long-standing sports car. The Viper’s role as the villainous leader is reinforced by its black paintwork and menacing bodywork, echoing Darth Vader’s iconic look.
Viper ACR’s Supercar Ambitions
Dodge’s decision to cast the Viper ACR as a supercar antagonist comes as the model attempts to reassert itself against rivals like the Corvette and high-end European exotics. The 2016 ACR, powered by an 8.4-litre V10, was engineered for the track, featuring advanced aerodynamics and adjustable suspension. Dodge highlighted its performance credentials by claiming 13 production car lap records at US circuits, including times faster than those set by the Porsche 918 Spyder and McLaren P1 at Laguna Seca.
Despite its track success and dramatic marketing, the Viper struggled in showrooms compared to the Corvette, which maintained stronger sales and a more established reputation as an American supercar. Dodge had even shifted focus to the Challenger Hellcat as its flagship, but the ACR’s lap times and distinctive campaign briefly put the Viper back in the spotlight.
Marketing with Pop Culture
The Star Wars tie-in was a calculated move to attract attention beyond the usual enthusiast crowd. By aligning the Viper with a cultural juggernaut and playfully mocking its main domestic rival, Dodge aimed to generate buzz and reinforce the ACR’s image as a serious track weapon with a sense of humour.
For Dodge, the campaign was an attempt to remind buyers that the Viper ACR deserved a place among the world’s top performance cars, even as the model’s future remained uncertain.
