New Dodge Brand Ads 'Target' Millennial Hispanic Demographic

CLARKSVILLE, Tenn. - June 17, 2015 - PRLog -- The Dodge brand is launching a new U.S. Hispanic advertising campaign for the 2015 Dodge Challenger, Dodge Charger and Dodge Dart featuring actor Danny Trejo (“Machete”, “From Dusk Till Dawn”, “Once Upon A Time in Mexico”).

THE TREJO WAY

In this new advertising campaign, viewers will experience Dodge, America’s mainstream performance brand, the “Trejo way” while quickly learning that ‘Te Pondrá A Prueba’ (It’ll Test You).

The Spanish language campaign consists of three spots airing in both 30- and 60-second versions. The first spot, “El Trato” (“The Deal”), began airing June 11 and the rest will continue to roll out in the coming weeks across U.S. Hispanic media, as well as digital and social initiatives. All spots will be available on the Dodge brand YouTube channel (https://www.youtube.com/watch?v=KDHsl3xdP1Y).



“Danny Trejo’s tough and muscular persona make him an unexpected, yet ideal, salesman to communicate the unique personality of Dodge in this new, humorous, Spanish language campaign,” said Olivier Francois, Chief Marketing Officer, FCA- Global. “Multicultural customers account for nearly a third of Dodge brand volume which is why it is important that we reach U.S. Hispanic auto buying consumers with relevant marketing strategies and campaigns that not only accurately depict the brand, but that also authentically capture the nuances of such an influential consumer.”

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TRES COCHES_ TRES CAMPEONES_ DODGE

The campaign introduces U.S. Hispanic consumers to the 2015 Dodge Challenger, Dodge Charger and Dodge Dart, giving viewers a close-up view of the Dodge brand’s best-in-class horsepower, class-exclusive technology, unmatched capability and a slew of cool features. Trejo, who has appeared in almost 300 films, is a personality widely recognized by all moviegoers, especially U.S. Hispanics. With distinctive looks, an angry face, masculine moustache, and tattoo-covered muscular body, Trejo comes across as a strong and intimidating, yet beloved, character.

I'LL TEST YOU 'TE PONDRA A PRUEBA

In the campaign, “consumers” who test drive their favorite Dodge vehicles are met with an unexpected and mysterious Dodge salesman (Trejo). The test drivers quickly find that Dodge and Danny will test their limits, exposing them to exhilarating adventures and situations.\

“The Dodge brand consumer is the youngest in the industry with aggressive and athletic style as well as a passion for high performance and advanced technology,” said Juan Torres, Head of Multicultural Advertising, FCA US LLC. “Representing a substantial segment of the of the Dodge Challenger, Dodge Charger and Dodge Dart target audience, an estimated 21 percent of the millennials in the U.S. are Hispanic, and that percentage is expected to grow to 23 percent by 2020^[1]

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