Chrysler has launched a new campaign for the SRT brand with a commercial called "Driven" that is intended to call to the racer in every driver.
Models in the Street and Racing Technology lineup include the 2014 Viper SRT, Dodge Challenger SRT8, Jeep Grand Cherokee SRT, Dodge Charger SRT8 and Chrysler 300 SRT8, according to Edmunds.com.
The new 30-second spot, which will be seen during television coverage of the Grand Prix of Long Beach on April 12 and air on USSC broadcasts throughout the season, opens by showing a competition SRT Viper GTS-R looping a race track.
But after showing the competition model, the commercial switches to regular road-driving versions like the Viper, Challenger and Grand Cherokee.
The SRT brand launched its first-ever TV campaign last year, showcasing the vehicles in "Body and Soul" ads.
The main message of the new "Driven" ad is that "Street and Racing Technology vehicles are engineered by serious drivers, for serious drivers," Chrysler Group multimedia editor Dale Jewett said in a blog post.
"The intense passion that makes both the Viper GTS-R race car and SRT Viper street car forces to be reckoned with is found in every performance vehicle that wears the SRT badge."
Chrysler could use an energy boost when it comes to sales of the 2014 SRT Viper since the company opted to temporarily suspend production of the model last month.
An estimated 91 workers were laid off at the automaker's Conner Avenue Assembly Plant in Detroit, Mich. The carmaker had sold fewer than 100 SRT Vipers through February, according to Chrysler's most recent sales report.
Chrysler had a 412-day supply, or 756 unsold SRT Vipers, as of March 1, according to Edmunds.
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