Don Francisco to unveil 2009 F-150.

Don Francisco will reveal The All-New 2009 Ford F-150 to the Hispanic community on Univision’s signature variety show “Sábado Gigante.” This is the first time that an automotive company utilizes Univision’s “Sábado Gigante” as the exclusive program to introduce a new name plate to the Hispanic consumer. “Sábado Gigante,” reaches more Hispanic viewers than any other weekend show on television. Ford Motor Company is leveraging its long-standing relationship with the show to jump start its multifaceted Hispanic marketing campaign for its signature truck. The campaign launch will be officially kicked of by Mario Kreutzberger (better known as Don Francisco), the legendary host who has been commanding the show for more than four decades.
“Sábado Gigante,” is one of today’s most relevant programs in Spanish television in the United States and remains the longest running variety show in television history having started in 1962 in Chile. The program’s deep rooted history and on-going success and sustainability equals Ford’s 31 years of setting the standard for capability, reliability and quality among car manufacturers in the U.S.

Airing at 8 PM EST/PST /7 CST every Saturday, the program is a staple among Hispanic families that tune in every week to watch international and national artists perform as well as to watch the many segments that the variety show features. As it has become tradition in the show where dozens of prizes are given out each week to game participants, one lucky audience member will have the chance to win The All-New 2009 Ford F-150 during Saturday’s show.

“Ford has been the exclusive domestic automotive sponsor within “Sábado Gigante” since 2000 and we are proud to partner with Don Francisco once again to showcase The All-New 2009 Ford F-150,” said Dave Rodriguez, Multicultural Marketing Communications Manager at Ford Motor Company. “The show’s credibility as well as popularity with the Hispanic community makes “Sabado Gigante” the perfect platform to allow us to connect with the thousands of viewers that tune in every week.”
To reach the growing U.S. Hispanic community, Ford is launching a multi-faceted campaign that will roll out in two different phases. The first phase of the Hispanic advertising campaign created by Zubi Advertising will launch with a product integration in “Sábado Gigante,” that will include three (3) separate segments led by Don Francisco: A :10 second segment teasing the audience to stay tune because Ford Motor Co. will make a big announcement during the show; a :25 second segment when Don Francisco will reveal The All-New 2009 Ford F-150 live on the studio; and finally the highlight of the integration a :25 second segment featuring the car giveaway to one audience member. In most episodes of Sabado Gigante, contestants compete for a chance to win a vehicle however, this launch episode is unique in that one lucky audience member will walk away with the keys to a brand new F-150.

“We are very excited to give away The All-New F-150 within the “Sábado Gigante” show,” added Dave Rodriguez. “The 2009 truck brings the best of both worlds to the consumer as it combines Ford’s rugged performance with incredible mileage. I am confident that once the consumer explores the All-New F-150, they will be amazed that this legendary truck that has been so popular among the Latino market is now enhanced with state-of-the-art features that make this vehicle the best in its class.”
The cutting edge creative campaign for The All-New F-150 targeting Hispanic truck enthusiasts will begin the following Saturday, November 15 during “Sábado Gigante,” when broadcast, print and online advertisement will be roll out. The campaign will focus on the new pickup’s class-leading capability, unsurpassed fuel economy, safety leadership and smart technologies. Ford’s campaign aims at core truck buyers who use their pickups for work and play and need to see what – and how – the new F-150 delivers that other trucks simply can’t.