Ram Truck Brand continues partnership with Juanes

The Ram Truck brand recently launched the 30-second television ad “Beyond the Encore”. A 60-second spot, “Anthem,” will debut on Univision during the Latin Grammy awards ceremony on Nov. 21. An additional 60-second ad will be revealed in December in anticipation of Juanes’ new single and album release while similar ads, “The Long Haul” and “Chasing the Sun”, will air in the coming weeks. The campaign focuses on the class-leading innovations of the 2014 Ram 1500, emphasizing values such as hard work and determination shared by the brand and Latin cultures.

 

 

“Juanes is a hard-working superstar who performs to the maximum,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “The ‘Long Haul’ spot shows how he and his road crew give it their all, night after night, with resolve and energy, which is exactly what our Ram trucks do for our customers.”

The new “A Todo con Todo” spots feature Juanes performing on stage and highlights the gritty work of his road crew, whose “show begins after the curtain drops.” Juanes and his crew rely on the Ram 1500 to move heavy stage equipment from city to city, resulting in fan-pleasing performances.

“We are proud to continue our partnership with Juanes,” said Juan Torres, Chrysler Group Head Multicultural Advertising and Marketing. “He’s a perfect fit for the Ram Truck brand as trucks are one of the best-selling segments among U.S. Latino purchasers and the Ram 1500 and 2500 are among the most popular models1.”

The newest Spanish-language Ram Truck TV ads will run nationally on the Univision and Telemundo networks. New print ads for the campaign will appear in national Spanish-language magazines and newspapers in top-volume U.S. Latino markets for Ram Trucks.

About the New “A Todo, Con Todo” Campaign

The “Beyond the Encore” spot features Juanes’ road crew on their way to their next venue, navigating with GPS, staying connected with their families through WiFi, and conducting business with Bluetooth. The ad highlights the technology, interior and fuel efficiency of the Ram 1500 that make it “the tool for those who take command, regardless of the stage.”

The 60-second “Anthem” carries out similar themes of hard work and determination as Juanes’ road crew sets up for concerts.

In the spot “Chasing the Sun,” the crew travels all night from one concert to the next, ending up at a stadium venue as the sun rises. The spot focuses on the transmission and fuel efficiency of the truck, calling it “the tool for those who tackle hard work head-on from sunrise to sundown.”

The ad titled “The Long Haul” shows Juanes’ hard-working crew headed to the next concert, loading the truck and moving equipment on the set. Emphasizing the truck’s air suspension, powertrain warranty and fuel efficiency, the spot ends with the tagline: “Ram… the tool for those who do the heavy lifting day in and day out.”

Print and digital layouts will mirror the TV spots. The “A Todo, Con Todo” campaign was created by Dallas-based Richards/Lerma agency, the Hispanic marketing arm of The Richards Group.