Chrysler Group launched a new advertising campaign for its new Ram 1500 pickup which has a separate campaign aimed at Latino buyers.
“Moving Heaven and Earth” is the title of the mainstream campaign, which highlights the new technology and capabilities of the truck. The commercials use a lot of special effects and want to transmit the message that the new Ram can overcome any obstacle.
“This campaign celebrates how the entire Ram Truck team moved heaven and earth to build the new Ram light-duty,” Olivier Francois, chief marketing officer for the Chrysler Group, was quoted as saying by the Detroit News. Like Ram’s current campaign, the new commercials feature the voice of cowboy actor Sam Elliott and the tagline “Guts. Glory. Ram.”
The separate campaign dedicated to Hispanic truck customers features Latin pop singer Juanes. He stars in a series of Spanish and English ads that promote the same things, but which are wrapped around a storyline that is all about taking on challenges to achieve a better life. They use the tagline “A Todo, Con Todo” — “To Everything, With Everything.”
Even though targetting Latinos is nothing new for automakers, it is one of the first attempts to make an entirely separate campaign for them. There are 50 million Hispanic people in the U.S., 40 percent more than in 2000. Latino consumers prefer Ram trucks, as 14 percent of all Rams sold in the U.S. are bought by Hispanics.