Richard Rawlins Enforces “Dodge Law” In Dodge Gas Monkey Commercials

The latest series of commercials from Dodge is doing what great commercials do best: entertain and engage you, all the while getting you excited about the featured product. But they had to work. They contain a talking, stuffed monkey, after all.

Richard Rawlins is the owner of the Gas Monkey Garage located in Dallas, Texas and the star of the Discovery Channel show “Fast N’ Loud.” He has a lot of tattoos, a lot of chains around his neck and he’s a man unafraid to speak his mind. In other words, he’s the perfect candidate for enforcing “Dodge Law.”

Rawlins partner in crime is the aforementioned monkey. Together, they try to help Dodge owners maintain an image and attitude that’s consistent with that of Dodge. For instance, in one spot, they bust a dude for “possession of a fancy pastry in a Charger.” In other ad, they accost a Dodge Dart owner because he’s wearing bronzer.

If the ‘Dodge way’ is being “entertaining, humorous, edgy or irreverent,” as Olivier Francois, global chief marketing officer of Fiat Chrysler Automobiles defines it, then these recent Dodge Gas Monkey commercials starring Richard Rawlins definitely hit the nail on the head.