The new campaign is the next iteration of the “A Todo, Con Todo” theme, first introduced last year, and features world-famous Latin musician, Juanes, a 17-time Latin Grammy Award winner who has sold more than 12 million albums worldwide.
The ads, produced in Spanish and English, will be placed on Hispanic television networks and stations such as Telemundo and Univision; in national Hispanic magazines including Automundo and ESPN Deportes La Revista; and in Spanish language local newspapers and radio stations in key Hispanic markets. The ads also will run on in-language websites.
“The new Ram 1500 is a symbol of the brand’s commitment to hard work, determination and dependability, values shared with the Latino community and the same values and guiding principles that propelled Juanes to his success as an artist and social activist,” Diaz said. “It is this type of personal conviction and dedication to doing what’s right that makes Juanes an authentic brand ambassador for Ram, a true representative of the idea of living ‘A Todo, Con Todo’.”
The television campaign consists of a 60-second commercial, titled “Anthem,” and two 30-second spots.
The spot opens as Juanes drives through a town in a 2013 Ram light-duty truck. While people go about their daily activities, the voiceover says, “We all have our own set of challenges and to reach the big stage requires talent, desire, determination.” As Juanes loads an all-terrain vehicle into the bed of the truck and heads into the backcountry, the announcer continues, “finding a way to rise above, push our limits further. The 2013 Ram 1500. Because success is not the destination, it’s our journey. Ram. A Todo, Con Todo.”
Two additional 30-second spots celebrate the class-leading technologies found in the new Ram 1500:
“Big Stage” – Best-in-class 25 mpg highway fuel economy provides more control and fewer stops on one’s “drive to success.”
“Suspension” – The truck’s class-exclusive active air suspension helps make “rising to the challenge a regular occurrence.”
In addition to the TV spots, Juanes will be featured in “A Todo, Con Todo” digital advertising.
The Ram Truck brand also will launch custom media programs this fall, linking Ram to Univision, Mexican regional music (Yahoo! En Espanol channel) and the Mexican Futbol soccer League.
In addition, Ram is partnering with the Futbol de Primera radio network as the official partner and exclusive automaker in all World Cup broadcasts.
The “A Todo, Con Todo” campaign was created by Dallas-based Richards/Lerma agency, the Hispanic marketing arm of The Richards Group.