This new SRT Viper ad perfectly captures the essence of what it feels like to love cars

new srt viper ad captures soul love cars 2014

We don’t make it a habit of writing up any old ad for a car company, but this captivating video on the SRT Viper is a bit different. It doesn’t just quote tired facts and figures; it gets at the heart of why we love sports cars. And that makes it a bit special.

The ad opens with squabbling kids in the back of a 1960s station wagon the size of Kansas, the voiceover explaining that we all know “what a horseless carriage is.” Some cars are just that, a means of transportation and no more.

But the commercial rolls on. We see the same kids growing into teenagers and gaining that talisman of independence, the drivers’ license. Then they’re presented with an age-old teenage dilemma: Love or cars?

 Then we move to shots of the SRT Viper under construction and the smoky voice of the narrator explains the answer. For some of us, love and cars go hand-in-hand. We feel an emotional connection to the car, as if it were a living thing.

We feel this both because we are stupid and because great engineers and autoworkers have breathed part of their own souls into the countless metal and carbon shells that roll off the assembly line.

The commercial ends on beauty shots of the Viper as it screams defiance from the road.

This commercial is great because it speaks both to what has always been the best quality of the Viper: Its personality. And that personality gives it soul, which is a indefinable quality that anyone who is really passionate about cars looks for in a car.

It’s this personality and soul that makes gearheads torture themselves with Italian and British cars that break down every time there is a week in the month.

Now none of this might matter because the Viper has been nearly immobile on Chrysler’s showroom floors. But after the massive sales uptick following Ron Burgundy’s ad campaign for the Durango, you never know. Maybe this well-crafted Viper ad will move some snakes.

Product Review

What do you do with 187 megapixels? The Lumix S1R is glorious overkill

The Lumix S1R is one of the most capable cameras ever made, from its robust build to extensive feature set. But its key feature, a 187MP high resolution mode, is something few customers will have use for.

Tesla lets you skip the dealership, order a car from the comfort of your couch

Tesla has always bypassed traditional dealerships, and it has now adopted an online-only sales model that lets customers configure and order their car without leaving their couch. Here's what you need to know.

Shift it yourself: How to drive stick in a manual transmission car

Driving a manual transmission car might seem intimidating at first, but it's not as difficult as you might think. Knowing how to operate this type of gearbox will serve you well. Here's everything you need to know to learn how to drive…

Sending SMS messages from your PC is easier than you might think

Texting is a fact of life, but what to do when you're in the middle of something on your laptop or just don't have your phone handy? Here's how to send a text message from a computer, whether you prefer to use an email client or Windows 10.

BMW 2 Series Gran Coupe teased way ahead of its November debut

The BMW 2 Series Gran Coupe is coming to the United States, eventually. The new compact BMW won't be unveiled until the 2019 Los Angeles Auto Show in November. The Gran Coupe will be based on a front-wheel drive platform.
Product Review

The Ferrari Portofino is the super stallion you’ll want to drive every day

With the introduction of the Portofino, Ferrari addresses the California T’s stylistic shortcomings while improving comfort, convenience, and performance. There’s little “entry-level” about this super stallion.
Product Review

2019 Volkswagen Jetta offers German refinement and tech at an affordable price

With enough tech to make villains jealous, the Volkswagen Jetta punches above its class as a forward-thinking sedan. Spacious, comfortable, and efficient, the Jetta is a refined offering. German refinement comes with a serious attitude.

Autonomous shuttle rides coming to New York City via Optimus Ride

Workers at the Brooklyn Navy Yard in NY City will soon be able to make their way around the 300-acre industrial park in Optimus Ride's self-driving shuttles. The tech startup says it's the first trial of its kind in the state.

Renault-Nissan-Mitsubishi group uses Microsoft cloud platform for connected cars

The Renault-Nissan-Mitsubishi Alliance is launching a new cloud platform for its cars. Based on Microsoft Azure, the Alliance Intelligent Cloud will enable features like connected services and over-the-air updates.

The 2019 Toyota C-HR gains a popular tech feature as its price comes down

Toyota has updated the C-HR, its entry-level crossover, by adding an entry-level trim level to the lineup. Every model regardless of price also comes standard with an 8.0-inch touchscreen compatible with Apple CarPlay.

The 2020 Porsche Cayenne Coupe is an exercise in form-over-function design

Porsche expanded its lineup of SUVs with a swoopier evolution of the Cayenne named Cayenne Coupe. Don't let the name fool you: it still has four doors. It stands out with a fastback-like roofline that's lower than the Cayenne's.
Product Review

Chris is the virtual co-pilot phone-obsessives need in their car

Driving while using your phone is dangerous, and often illegal. Meet Chris, the digital assistant for your car that wants to help keep your hands off your phone, and your eyes on the road.

Protect yourself and your ride with our favorite dash cams

Dashboard cameras can assist drivers in car accident claims, settle speeding ticket disputes, and even catch glimpses of incoming meteors, among other things. Here, we've compiled a list of the most noteworthy offerings available.

Tesla revives its referral program with chances to win a Roadster

Tesla has revived its referral program that ended in February because of cost pressures. This time around the perks aren't quite as diverse, though it does offer regular chances to win a Roadster or Model Y.