Dodge has unveiled a new marketing campaign with ads which feature the slogan “Domestic. Not Domesticated” with Metallica’s song “Fuel” playing in the background.

In one of the videos entitled “Warning” Dodge is portrayed as a drug, accompanied by a series of disclaimers similar to those used by pharmaceutical companies. Within the extended version of the video, a “ferocious” mechanical animal morphs into a Dodge Challenger SRT Hellcat.

Dodge says that the new tagline is the first one adopted by the brand in a number of years and one that will be used extensively in television, print and online ads as well as social media.

In a statement, FCA global chief marketing officer Olivier Francois says that performance, passionate and attitude are the DNA upon which Dodge’s bloodline is built. “‘Domestic. Not Domesticated.’ embodies what Dodge stands for as a proud American performance brand.”