Manny, Joe & Jack Hablando Español @ Pep Boys.

The Pep Boys – Manny, Moe & Jack announced plans for a new national Hispanic advertising campaign designed to position Pep Boys as the ultimate destination for car improvement.

The new, “Sabemos de Autos” campaign, will work to strengthen the Pep Boys brand in the $126 billion automotive aftermarket and reintroduce consumers to the three men who founded the company in 1921 by Emmanuel Rosenfeld, Maurice Strauss and W. Graham Jackson. Better known as Manny, Moe & Jack, their beloved caricatures are among the strongest brand symbols in America. New 30-second television and 60-second radio spots in Spanish will allow Pep Boys to communicate essential retail messages to the Hispanic community while leveraging a unique brand identity through the use of the charismatic Manny, Moe & Jack brand symbols.

“Many motorists have come to trust the Pep Boys brand over the past 81 years. While we’re known for helping people get the most out of their cars, that reputation and the passion we have for cars was instilled by our founders,” said Jeff Palmer, Pep Boys Senior Vice President of Marketing and Advertising. “Our new Hispanic ad campaign will not only help reacquaint consumers with Manny, Moe & Jack, but remind them of Pep Boys’ broad appeal in that we offer automotive parts, accessories, tires and repair and maintenance services all under one roof, seven days a week nationwide.”

We’re Car People Campaign Elements

The U.S. Hispanic consumer represents a large and growing business opportunity for Pep Boys among “Do-it-yourself,” “Do-it-for-me” and tire consumers. As such, Los Angeles-based Grupo Gallegos, an affiliate of The Richards Group (TRG) specializing in communications to the Hispanic market, developed the Hispanic integrated communications campaign with culturally- relevant strategies and creative for implementation in key markets in the U.S. and Puerto Rico. The Hispanic effort was developed in concert with the general market campaign (developed by TRG) in order to maximize synergies. Spanish language advertising will run concurrently with the general market advertising campaign.

The Pep Boys national Hispanic advertising campaign begins with its first creative television spots airing this week on top Spanish-language TV, including Univision, Telemundo, Telefutura, Galavision, and FOX Sports en Español, among others, including radio. These TV and radio spots will run in select top local markets such as Los Angeles, Miami, Houston, Dallas, San Diego and San Antonio.

The television spot entitled, “Dream,” feature animated Manny, Moe & Jack caricatures in an unexpected “slice of life” situation, with radio following the same format.