Culture

'Hunger Games' and Chrysler: What could be more compatible?

Technically Incorrect: A new campaign from Fiat Chrysler links three of its brands, including Dodge, with Katniss and friends. Clever or strained piggybacking?

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


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Can you see her in a Ram?

Chrysler/YouTube screenshot by Chris Matyszczyk/CNET

Brangelina. Kimye. Billary.

To these fine monikers, add ChryGames. For Chrysler and "The Hunger Games" are now in a serious relationship.

Fiat Chrysler has created four ads in concert with "Hunger Games" production company Lionsgate to make its cars catnip via Katniss.

One of the ads suggests that, just like our heroine, Chrysler is an unknown that has "overcome incredible odds to become the face of a revolution."

It's not entirely clear what that revolution is or who has joined it. Would Che have driven a Chrysler?

This campaign doesn't just embrace the Chrysler brand, however, but also Chrysler brands Dodge and Ram.

The Ram ad suggests that heroes can only come from difficult circumstances, such as those encountered by Katniss and, naturally, Ram drivers.

Perhaps you're moved by such clever comparisons with a well-known book and movie franchise that dominated this year's Comic-Con. Perhaps you wish such fine comparisons had entered your imagination first.

Or perhaps you see the desperate contorted strain of these ads' creators in attempting to marry a story in which so many are involved with selling cars that may not be quite as involving.

Of course, these ads are all being released to coincide with "The Hunger Games: Mockingjay Part 2," which arrives on November 20.

"Our collaboration with 'The Hunger Games' and Lionsgate is a great example of what can be done that's unexpected," Fiat Chrysler's Global Chief Marketing Officer Olivier Francois said in a statement, as reported by AdAge.

Yes, you'd expect him to say that.