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Ram's Hispanic Advertising Campaign

Ram's Hispanic Advertising Campaign

  •  Most comprehensive campaign to date runs in 15 top Hispanic markets
  • ‘A Todo, Con Todo’ message captures consumer mindset and true essence of Ram – to everything, with everything
  • Bi-lingual Ram Truck owners provide real life testimonials
  • Ads created in Spanish and English available for media download at www.media.chrysler.com.

September 29, 2011 , Auburn Hills, Mich. – The Ram Truck brand is connecting with the Hispanic community through a new advertising campaign focusing on the important values of hard work, dedication, and commitment to family and community. “A Todo, Con Todo” is the brand’s most comprehensive Hispanic campaign to date and is the first Ram brand Hispanic campaign to include television, radio, print, newspapers and digital media. It will run in the 15 top Hispanic markets and was produced in both Spanish and English languages.

“’A Todo, Con Todo’ captures the consumer mindset and true essence of Ram – to everything, with everything. Owning and using a Ram truck is a way of life for our Latino consumers. It is used equally as hard for work and play and, like the brand itself, there’s a deep sense of pride in getting the job done, better and smarter, thanks to an uncompromising toughness.”

-Fred Diaz, President and CEO
Ram Truck Brand and Chrysler de Mexico
Chrysler Group LLC

Ram's Hispanic Advertising Campaign

Ram's Hispanic Advertising Campaign

The campaign, which debuts Oct. 3, features the true stories of Arturo Barcelo and Ascension Banuelos, bi-lingual Ram truck owners from Texas who are successful in work and life. They speak honestly and unscripted about what values are important to them and how the Ram truck is an extension of their lives. Barcelo owns a home improvement construction company in Dallas and drives a Ram 1500. Banuelos owns a Ram 3500 and manages a horse training ranch in Jacksboro (Texas).

“Because Arturo and Ascension are actual Ram owners, they deliver genuine and authentic dialog emphasizing important Hispanic values such as dedication and respect. Artistically filming them in their real work environments emotionally connects with consumers while providing compelling benefits and features unique to Ram.”

-Olivier Francois
Chief Marketing Officer and Brand Marketing Communications
Chrysler Group LLC

Large pickup trucks are one of the top selling segments among Latinos and the Ram 1500 and Ram 2500 are among the best performing Chrysler Group nameplates with Hispanic consumers.

Ram's Hispanic Advertising Campaign

Ram's Hispanic Advertising Campaign

The campaign launches with a mix of brand- and product-focused 30-second TV spots, 60-second radio ads, and print ads. The ads will be placed on Hispanic television networks and stations, such as Telemundo and Univision; in national Hispanic magazines including Hispanic Business, ESPN La Revista and Automundo; and in Spanish language local newspapers and radio stations in 15 markets including Albuquerque, Miami, Phoenix, New York, Los Angeles, Denver and nine Texas communities. The ads will also run on in-language websites.

The Ram Truck brand’s ongoing commitment to the Latino market extends beyond the new advertising campaign. A Spanish-language brand website, http://es.ramtrucks.com, launched September 2 and Ram is partnering with Yahoo! En Espanol to launch a first-ever Mexican regional music channel later this year.

The campaign was created by the Dallas-based Richards/Lerma agency, the Hispanic marketing arm of the Ram brand’s agency-of-record, The Richards Group.

It was filmed in Texas.

Campaign ads are available for media download at http://www.media.chrysler.com.

Ram's Hispanic Advertising Campaign

Ram's Hispanic Advertising Campaign

Television Spots – Ram Truck Light Duty

Work Horse – focuses on Arturo Barcelo at work and his commitment and mutual respect for his team. The spot also showcases the Ram truck’s durability, as illustrated by the suspension and dependability.

Well Done – emphasizes Barcelo’s hard work and focus on doing things right; his truck is a testimony to his ability to make the right choices and decisions for his business and team. His trust in Ram and the principles for hard work have helped be successful in his career.

Office –highlights the spacious, luxurious and refined interior of the Ram truck which gives Barcelo credibility with his clients.

Mileage (Spanish and English) – highlights the Ram 1500’s cost and fuel efficiency, saving Barcelo time and money that, in turn, make him more competitive for his clients.

Television Spots – Ram Truck Light Duty

Honesty (Spanish and English) – features the testimonial of Ascension Banuelos while showing the use of his Ram truck at work. The spot talks about how honesty and respect will open doors for any opportunity, values that parallel those of the Ram brand.

Radio and Print

Two radio spots and three print ads focus on various Ram truck features and product benefits including available 5.7-liter HEMI® V-8 engine, 20 miles per gallon fuel economy, class-exclusive multi-link suspension, elegant and spacious interior, and five-year, 100,000-mile powertrain limited warranty.

Ram's Hispanic Advertising Campaign

Ram's Hispanic Advertising Campaign

About the Ram Truck Brand

The Ram Truck brand continues to establish its own identity and clearly define its customer since its launch as a standalone vehicle brand. Creating a distinct brand for Ram trucks has allowed the brand to concentrate on how core customers use their trucks and what new features they’d like to see. Whether focusing on a family that uses its half-ton truck day in and day out, a hard-working Ram Heavy Duty owner or a business that depends on its commercial vehicles every day, Ram has the truck market covered.

The 2011 Ram 1500 was named a Consumers Digest Best Buy and AUTOMOBILE Magazine All-Star. Ram 1500‘s smooth-riding suspension and 20 mpg, 390 horsepower HEMI® V-8 are just two of the reasons it beat the competition. Ram 1500 also was named the Truck of Texas by the Texas Auto Writers Association in 2011.

The Ram Truck brand has the most innovative lineup of full-size trucks on the market. Ram Truck has emerged as a full-size truck leader by investing substantially in new products, infusing them with great looks, refined interiors, durable engines and features that further enhance their capabilities. Ram trucks now boast these segment exclusives:

  • Coil-spring rear suspension on Ram 1500 for best-in-class ride and handling
  • Available RamBox lockable and lighted bedside storage
  • In-floor storage on all Ram Crew Cabs
  • The largest cab in the market – Ram HD Mega Cab
  • Standard six-speed manual transmission on all diesel models

Truck customers, from half-ton to commercial, have a demanding range of needs and require their vehicles to provide high levels of capability. Ram trucks are designed to deliver a total package.

As always, click on any of the images in the post to see more photos of Chrysler Dodge Jeep Ram Vehicles. Thanks again for checking out Chrysler Catchall!

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The new Dodge Durango ad spots have been released and I have to say, a few of them are actually quite funny. My favorite is The “Ultimate” Commercial where the Durango takes off with the Ford Explorer in tow. Check them out and let us know which ones are your favorite, either in the comment section on here or on YouTube.

Punch Line (Power/Efficiency)

In “Punch Line,” a fuel economist and a horsepower enthusiast are each touting the features of their new vehicles – one can go up to 500 miles on a single tank of gas and the other has a V-6 engine with best-in-class-towing and power. The punch line is that both are driving a new 2011 Dodge Durango, with the award-winning, powerful and fuel-efficient 3.6-liter Pentastar V-6 engine.

The Bad News (Seven-Passenger Seating)

Showcasing Durango’s roomy seven-passenger seating, the spot opens with seven race car drivers running toward the all-new Dodge Durango as the announcer says, “The good news is the new Dodge Durango is a performance SUV that can comfortably seat seven professional drivers. The bad news is, only one of those seven is in the driver’s seat.”

Rhymes With (Luxurious Interior)

Like many high-performance vehicles, the 2011 Dodge Durango has a lavish interior. This spot draws a comparison to a particular high-performance vehicle with a comparable lavish leather interior. (It rhymes with Merrari.)

Responsibility (Towing)

Demonstrating what it means to have best-in-class towing capacity and the ability to tow 7,400 pounds of power, in “Responsibility,” the Durango all at once tows a dirt bike, ATV, motorcycle, boat, jet ski and, even, a competitive SUV. “They say with great power comes great responsibility…The SUV is back.”

Ultimate (Towing: Dodge Durango vs. Competition)

In the world of sport and utility, performance is capability. And what you’re capable of towing is what differentiates the Durango from other crossovers and SUVs. This spot is an actual demonstration of the Durango’s best-in-class towing capability versus a competitive vehicle.

Sensitive (Rain Brake Support)

Towing precious cargo and hauling seven passengers brings a certain level of caution. Therefore it is important to communicate the exclusive features that make these tasks safer and more manageable. The Durango’s Rain Break Support system is one feature that validates safety and security as another important aspect of performance.

Figure 8 (50/50 Weight Distribution, Multi-Link Suspension)

Balance, agility and the ability to handle, are characteristics of the 2011 Dodge Durango that reinforce the “sport” in sport utility. This ad exhibits theDurango’s ability to handle and maneuver in tight spaces because of the unique weight distribution and sporty suspension system.

Gary (AWD Brake Traction Control)

Traveling over off-road terrain is necessary for any true SUV. In “Gary,” theDurango’s AWD Brake Traction Control feature is explained in a way that is easily understood, but still gives validation to the thinking behind the many underlying engineering complexities of this particular feature.

Radar (Adaptive Cruise Control)

What makes one SUV stand out from all others? Is it technology? Is it the ability for said technology to create a more active driving experience? Is it technology called Active Cruise Control that uses radar to anticipate the distance between the SUV and the driver ahead to automatically maintain a safe driving distance? Yes, and the new 2011 Dodge Durango has available Adaptive Cruise Control.

Again, love ’em or hate ’em, don’t be afraid to let us know how you feel about the videos in the comments here or on YouTube. Thanks again or checking out Chrysler Catchall!

August 4, 2011 , Auburn Hills, Mich. – American performance returning to center stage is the overall message of new television advertising for the new 2011 Dodge Durango. Numerous spots will begin airing this week all of which will emphasize that “The SUV is Back.”

“In all of our advertising campaigns, we look for creative solutions that entertain the audience, capture the essence of each of our individual brands, and showcase our competitive advantages. With bold and creative treatments characteristic of the Dodge brand, the new ads prove the point that Durango can go head-to-head with the competition and always come out the winner.”

-Olivier Francois
Lead Executive for Marketing, Chrysler Group LLC

“With its perfect blend of fuel efficiency and driving dynamics, spacious seating for seven, and best-in-class power and towing capacity, no other sport utility on the road compares with the all-new Dodge Durango. Durango customers are looking for the perfect balance of functional versatility and luxury at an outstanding value, a vehicle that is spacious and flexible enough to haul three rows of passengers and their gear, but powerful and agile enough to keep it fun. It is these capabilities and features that are the focus of the new ad campaign.”

Reid Bigland
President and CEO – Dodge Brand, Chrysler Group LLC

2011 Dodge Durango Commercial

2011 Dodge Durango Commercial

The first spot, titled “Long Lost Performance,” sets up the overall campaign message, that the new 2011 Dodge Durango re-establishes performance in the SUV segment and redefines that a SUV should also deliver the perfect blend of power and fuel efficiency.

“Long Lost Performance” begins with the backdrop of an abandoned, dilapidated racetrack and an announcer lamenting that the era of automotive performance in the SUV segment is gone. Just as he hears two new Dodge Durangos approaching, he changes his tone and proudly proclaims that it “sounds like performance returning to the stage.” While many may have abandoned the “sacred” institution of performance, power, handling, agility and fun, the Dodge Durango has not. The spot closes with the voiceover, “American performance. Consider yourself redeemed.”

The first spot debuted during Major League Baseball’s All-Star game on July 12 and additional ads will roll out on national television beginning in August with each focusing on specific Durango product features and customer benefits. New ads will be featured on the brand’s website (www.dodge.com) and YouTube channel (www.youtube.com/dodge).

With the broad appeal of the Dodge Durango, the media schedule will cover a wide variety of programming including national television and cable channels.

The campaign includes a radio spot airing nationally on ESPN and follows regional billboards and print advertising first launched in the spring.

2011 Dodge Durango Commercial

2011 Dodge Durango Commercial

TELEVISION ADS

Punch Line (Power/Efficiency)

In “Punch Line,” a fuel economist and a horsepower enthusiast are each touting the features of their new vehicles – one can go up to 500 miles on a single tank of gas and the other has a V-6 engine with best-in-class-towing and power. The punch line is that both are driving a new 2011 Dodge Durango, with the award-winning, powerful and fuel-efficient 3.6-liter Pentastar V-6 engine.

The Bad News (Seven-Passenger Seating)

Showcasing Durango’s roomy seven-passenger seating, the spot opens with seven race car drivers running toward the all-new Dodge Durango as the announcer says, “The good news is the new Dodge Durango is a performance SUV that can comfortably seat seven professional drivers. The bad news is, only one of those seven is in the driver’s seat.”

Rhymes With (Luxurious Interior)

Like many high-performance vehicles, the 2011 Dodge Durango has a lavish interior. This spot draws a comparison to a particular high-performance vehicle with a comparable lavish leather interior. (It rhymes with Merrari.)

Responsibility (Towing)

Demonstrating what it means to have best-in-class towing capacity and the ability to tow 7,400 pounds of power, in “Responsibility,” the Durango all at once tows a dirt bike, ATV, motorcycle, boat, jet ski and, even, a competitive SUV. “They say with great power comes great responsibility…The SUV is back.”

Ultimate (Towing: Dodge Durango vs. Competition)

In the world of sport and utility, performance is capability. And what you’re capable of towing is what differentiates the Durango from other crossovers and SUVs. This spot is an actual demonstration of the Durango’s best-in-class towing capability versus a competitive vehicle.

2011 Dodge Durango R/T Chicago Auto Show World Debut

2011 Dodge Durango R/T Chicago Auto Show World Debut

ONLINE SPOTS

Sensitive (Rain Brake Support)

Towing precious cargo and hauling seven passengers brings a certain level of caution. Therefore it is important to communicate the exclusive features that make these tasks safer and more manageable. The Durango’s Rain Break Support system is one feature that validates safety and security as another important aspect of performance.

Figure 8 (50/50 Weight Distribution, Multi-Link Suspension)

Balance, agility and the ability to handle, are characteristics of the 2011 Dodge Durango that reinforce the “sport” in sport utility. This ad exhibits the Durango’s ability to handle and maneuver in tight spaces because of the unique weight distribution and sporty suspension system.

Gary (AWD Brake Traction Control)

Traveling over off-road terrain is necessary for any true SUV. In “Gary,” the Durango’s AWD Brake Traction Control feature is explained in a way that is easily understood, but still gives validation to the thinking behind the many underlying engineering complexities of this particular feature.

Radar (Adaptive Cruise Control)

What makes one SUV stand out from all others? Is it technology? Is it the ability for said technology to create a more active driving experience? Is it technology called Active Cruise Control that uses radar to anticipate the distance between the SUV and the driver ahead to automatically maintain a safe driving distance? Yes, and the new 2011 Dodge Durango has available Adaptive Cruise Control.

2011 Dodge Durango RT

2011 Dodge Durango RT

TOP SAFETY PICK AWARD

Dodge Durango was named a “Top Safety Pick” for 2011 by the Insurance Institute for Highway Safety (IIHS)1. The IIHS recognizes vehicles that perform “good” in front, side, rollover and rear crash test evaluations performed at its Vehicle Research Center in Virginia.

ABOUT DODGE DURANGO

With its four-wheel independent suspension and responsive steering and handling, Durango puts the “Sport” in Sport Utility. No other SUV on the road compares with the all-new Dodge Durango’s distinctive bold Dodge design that craftily houses a spacious three-row, seven-passenger functional, flexible and premium interior, covered in soft-touch materials. Durango features more than 30 storage areas, 28 seating configurations and a rear cargo area of nearly 85 cubic feet that fits a 6-foot couch with room for coffee table or a 10-foot ladder with the front passenger seat folded flat.

Durango also delivers the perfect blend of power and fuel efficiency. Its award-winning 3.6-liter Pentastar V-6 engine delivers best-in-class 290 horsepower along with a best-in-class driving range of more than 550 miles on one tank of fuel – that means Durango owners could drive all the way from Chicago to Nashville; San Diego to San Francisco; or New York City to Boston and back again without needing to stop for fuel. The available HEMI® V-8 engine with Fuel Saver multi-displacement technology delivers a best-in-class 360 horsepower and 390 lb.-ft. of torque. Both engines deliver best-in-class V-6 and V-8 towing with standard trailer sway control on all models (V-8 – 7,400 lbs. and V-6 – 6,200 lbs.). Durango also features more than 45 safety and security features.

1The IIHS award applies to Durango models built after May 2011.

As always, click any of the images in the post to see more photos of Chrysler Dodge Jeep Ram Vehicles. Thanks again for checking out Chrysler Catchall!

  • New advertising campaign for the Jeep® Grand Cherokee’s begins today with print, broadcast and digital efforts
  • The 2011 Jeep Grand Cherokee has received 30 awards from prominent automotive journalist associations, print/on-line/television media outlets and industry organizations
  • 2011 Jeep Grand Cherokee delivers ultimate combination of real-world 4×4 capability, on-road refinement, fuel efficiency, premium craftsmanship, safety, technology and innovation

July 18, 2011 , Auburn Hills, Mich. – Since its introduction, the 2011 Jeep® Grand Cherokee has captured 30 awards from an array of opinion-leading publications, television and on-line media outlets, journalist associations and industry organizations making it the most awarded SUV ever. The Jeep brand is celebrating the vehicle’s award-worthy success by kicking off an all-new advertising campaign today that will feature, for the first time, the Jeep Grand Cherokee Overland Summit model. The 2011 Jeep Grand Cherokee continues to evolve and carve out a refined and unique place in the automotive marketplace, the numerous awards and claims are proof that this legendary icon only continues to improve.

“When the 2011 Jeep Grand Cherokee debuted, it made a tremendous impact not only in the full size SUV category but, within the automotive marketplace, its success has been broadly acknowledged. It is a vehicle that has proven the test of time and has continued to elevate its game to compete not only within its traditional SUV segment but beyond. The Jeep Grand Cherokee continues to deliver a unique blend of on-road refinement, superb craftsmanship, world-class design, improved fuel economy, innovative features, legendary real-world 4×4 capability and great value.”

-Mike Manley, President and CEO
Jeep Brand, Chrysler Group LLC

The advertising campaign begins with the return of the USA Today cover wrap – a full four-page advertisement that was an integral part of the launch of the vehicle one year ago. This year’s ad lauds the 2011 Jeep Grand Cherokee as “The Most Awarded SUV Ever.”

Television commercials highlight the awarded Jeep Grand Cherokee Overland Summit model with its leather interior testing that is better than the Lexus RX350, as well as the vehicle’s impressive 500-mile-per-tank driving range that delivers better highway fuel economy than the Honda Pilot EX – taking a new approach to celebrating this highly lauded vehicle.

Broadcast commercials include the following:

Jeep Grand Cherokee "Tee Time" Commercial

Jeep Grand Cherokee "Tee Time" Commercial

“Tee Time”

The 2011 Jeep Grand Cherokee maintains a best-in-class driving range of more than 500-miles per tank, enabling its drivers and passengers to travel from Pebble Beach to Los Angeles on a single tank. This humorous spot teases that even though your Jeep Grand Cherokee can make that long stretch without filling up, we’re not sure that can be said about its owner.

Jeep Grand Cherokee "Sandbox" Commercial

Jeep Grand Cherokee "Sandbox" Commercial

“Sandbox”

The luxurious interior of the 2011 Jeep Grand Cherokee has everything it needs to play in the same sandbox as other luxury SUVs. With the Selec-Terrain™ Vehicle Management System, other luxury SUVs do not have the true “capability” to play in our sandbox.

Jeep Grand Cherokee "Lower" Commercial

Jeep Grand Cherokee "Lower" Commercial

“Lower”

Thanks to the advanced technology found in the 2011 Jeep Grand Cherokee with the Quadra Lift™ Air Suspension System, you can clearly raise your standards while lowering fuel consumption.

Jeep Grand Cherokee "Luxury For All" Commercial

Jeep Grand Cherokee "Luxury For All" Commercial

“Luxury for All”

The luxurious interior of the Jeep Grand Cherokee for rear seat passengers is a story all of its own. The Jeep brand designed and crafted the vehicle with such attention to detail to ensure that luxury was something everyone would notice. As a result, the Jeep grand Cherokee Overland Summit model was named one of Wards’s “10 Best Interiors” this year.

The comprehensive campaign will complement the broadcast creative and speak to the luxurious interior of the Overland Summit and the 500-mile driving range of the new Pentastar V-6 engine. Media placement elements include network and cable television teamed with a full digital and social media strategy and CRM efforts. Creative efforts were developed by Global Hue, Southfield, Mich., the Jeep brand’s lead advertising agency.

To see more commercials and read about the 2011 Jeep Grand Cherokee, visit the Jeep brand website and Jeep brand Facebook page.

Sandbox

Jeep Grand Cherokee "Sandbox" Commercial

The all-new 2011 Jeep Grand Cherokee has captured the following awards:

  • 4×4 Australia Magazine: 4×4 of the Year
  • Auto123.com: Mid-size Utility of the Year
  • Auto Bild allrad: Best Imported 4×4 (between 40,000 and 60,000 Euros)
  • AutoPacific’s Vehicle Satisfaction Awards: Premium Mid-size SUV category
  • AutoWeek: Best of the Best 2011 Truck
  • Car and Driver: 2011 Editors’ Choice Awards/Mid-size SUVs
  • Car and Driver: Best Performer – Interior Sound Level
  • Car Middle East Magazine: Family Car of the Year
  • Consumers Digest: Best Buy
  • Decisive Media: Urban Wheel award – 2011 Urban Truck of the Year
  • Detroit News: Truck of the Year
  • Four Wheeler magazine: Four Wheeler of the Year
  • Insurance Institute for Highway Safety (IIHS): Top Safety Pick
  • Internet Truck of the Year (2011)
  • Kelley Blue Book: 2011 Top 10 Family Cars
  • Motoring 2011: 2011 SUV/SUV Over $40,000 award
  • Motorweek: Drivers’ Choice Award
  • msn.Autos: Safest Cars in America/Safest Sport Utility Vehicle
  • New England Motor Press Association: Official Winter Vehicle of New England
  • Northwest Automotive Press Association: Best SUV
  • Northwest Automotive Press Association: Best Off-road SUV
  • Playboy: Best SUV
  • Popular Mechanics: Automotive Excellence award – Off-road Ability
  • Ruedas ESPN: Best SUV
  • Rocky Mountain Automotive Press Association: Best SUV
  • Society of Plastics Engineers: Environmental Innovation award
  • Texas Auto Writers Association: SUV of Texas
  • Texas Auto Writers Association: Full-size SUV of Texas
  • Ward’s: 10 Best Interiors
  • Utah Rides: 2011 Truck/SUV of the Year
Jeep Grand Cherokee "Tee Time" Commercial

Jeep Grand Cherokee "Tee Time" Commercial

2011 Jeep Grand Cherokee

Nearly two decades ago, Jeep invented the premium SUV segment with the introduction of the Jeep Grand Cherokee. More than 4 million sales later, Jeep improves the formula and delivers the ultimate combination of Jeep 4×4 capability and on-road refinement with the all-new 2011 Jeep Grand Cherokee.

The all-new Jeep Grand Cherokee boasts premium on-road performance while maintaining the Jeep brand‘s legendary four-wheel-drive, torque-on-demand two-speed transfer case and towing capability. Capability features include a choice of three 4×4 systems, a new Jeep Selec-Terrain™ system and a new Jeep Quadra-Lift™ air suspension system. New front and rear independent suspension systems deliver premium on-road handling and comfort.

The 2011 Jeep Grand Cherokee delivers improved fuel economy (up to 23 mpg) and a driving range of more than 500 miles, courtesy of Chrysler Group’s all-new 3.6-liter Pentastar V-6 engine.

Jeep Grand Cherokee’s unique combination also includes a stunning new design, a world-class interior cabin, more than 45 safety and security features, and a variety of advanced technology features.

Jeep Grand Cherokee "Tee Time" Commercial

Jeep Grand Cherokee "Tee Time" Commercial

Jeep Brand

Built on 70 years of legendary heritage, Jeep is the authentic SUV with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.

The Jeep vehicle lineup consists of the Compass, Grand Cherokee, Liberty, Patriot, Wrangler and Wrangler Unlimited. To meet consumer demand around the world, all six Jeep models are sold outside North America – and all are available in right-hand drive versions and with gasoline and diesel powertrain options. Chrysler Group LLC sells and services vehicles in approximately 120 countries around the world.

As always, click on any of the images in the post to see more photos of Chrysler Dodge Jeep Ram Vehicles. Thanks again for checking out Chrysler Catchall!

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