New Dodge Ram 1500 Ad ‘La Promesa’.

The first of four powerful new ads for the 2006 Dodge Ram 1500 will feature a “strong, silent, traditional hero” to promote the Ram’s new design features and its proven capabilities. The introductory 30-second spot will be released this month to audiences throughout the country.

“House” will kick off a series of passionate telenovelas that invite you to join the hero as he begins a journey to keep a promise “as a man of his word.” “La Promesa” will run in key Hispanic markets on Univision, Telemundo and Galavision. The print media versions, “Hat” and “Spurs,” uses these courageous symbols to underscore the hero theme, and will appear in the November editions of People en Espanol, Sports Illustrated en Espanol and Men’s Health en Espanol. Both the television and print ads were created by GlobalHue.

“We chose to use the telenovela because it’s a communication style that invokes passionate feelings and resonates with authority. This ‘soap opera style’ series demonstrates the personal connection between the lifestyle of a strong individual and his vehicle,” said Fred Diaz, director-Dodge Communications.

“The hero is dependable and rugged. His roots are always with him, which are characteristics we use to describe the new 2006 Dodge Ram 1500.” “Our hero is a contemporary cowboy who wears his masculinity with pride,” says Carlos Guerra, account supervisor, GlobalHue. “We wanted to reveal a character whose commanding lifestyle exudes a rugged persona and personal strength, while making a statement about the type of vehicle that reflects his personality.”

In “Diner,” we learn more about the hero as he stares down a group of bad guys in defense of a beautiful waitress. After proving that the villains are no match for his steely resolve, he accepts a kiss for his gallant behavior and exits to his Dodge Ram.

“Rescue” helps to demonstrate the powerful capabilities of the HEMI V-8 engine when our hero—without hesitation—appears just in time to rescue an older man and his grandson by pulling their truck out of a ditch. A man of few words, he says nothing throughout the whole episode and receives a simple nod of thanks before he resumes his journey.

The interior design of the Dodge Ram 1500 is highlighted in “Wolf,” when our hero awakens to find a wild wolf upon him. Demonstrating once again the confidence to know that he will prevail, we see that the wolf has miraculously joined him inside the vehicle. Fulfilling the promise remains the goal. The entire series was shot on location in Mexico. GlobalHue’s creative team included Pablo Calonge, creative director; Felipe Godinez, art director; Sergio Arellano, ACD/copywriter; and Cathy Antoniello, executive producer.