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Let Dodge Test You!

New Hispanic ads feature actor Danny Trejo

July 8, 2015

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The first spot, “El Trato” (“The Deal”), began airing June 11. The storyline is built on the message: ’Te Pondrá A Prueba‘ (‘It’ll Test You’).

If you’re fan of Danny Trejo’s “take no prisoners” attitude in movies like Machete, then you will get a kick out of his latest adventure.

Danny Trejo (From Dusk Till Dawn and Once Upon A Time in Mexico) has teamed up with the Dodge brand to star in a new U.S. Hispanic market advertising campaign for the 2015 Dodge Challenger, Dodge Charger and Dodge Dart.

The first spot, “El Trato” (“The Deal”), began airing June 11.  The Spanish-language campaign consists of three spots which will all be available on the Dodge brand YouTube channel.

“Danny Trejo’s tough and muscular persona make him an unexpected, yet ideal, salesman to communicate the unique personality of Dodge in this new, humorous, Spanish language campaign,” Olivier Francois, Chief Marketing Officer, said. “Multicultural customers account for nearly one-third of Dodge brand volume, which is why it is important that we reach U.S. Hispanic auto buying consumers with relevant marketing strategies and campaigns that not only accurately depict the brand, but that also authentically capture the nuances of such an influential consumer.”

  • Dodge "The Deal"

  • Dodge Family "Quemacocos"

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    Set to air in late June, “Quemacocos” (“Sunroof”), also begins in a Dodge dealership. Trejo signals a customer to test-drive the 2015 Dodge Charger.

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    Actor Danny Trejo

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    A behind the scene look of the Dodge ad featuring Actor Danny Trejo

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    The spot “¿Qué hay en la cajuela?” (“What’s in the trunk?”) starts in a Dodge dealership lot, with a customer sitting in the front seat of a 2015 Dodge Challenger.

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    Danny Trejo’s tough and muscular persona make him an unexpected, yet ideal, salesman to communicate the unique personality of Dodge in this new, humorous, Spanish language campaign.

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    With distinctive looks, an angry face, masculine moustache and tattoo-covered muscular body, Trejo comes across as a strong and intimidating, yet beloved, character.

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    In this new advertising campaign, viewers will experience Dodge, America’s mainstream performance brand, the “Trejo way” while quickly learning that “te pondrá a prueba” (“it’ll test you.”)

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The campaign introduces U.S. Hispanic consumers to the 2015 Dodge Challenger, Dodge Charger and Dodge Dart, giving viewers a close-up view of the Dodge brand’s best-in-class horsepower, class-exclusive technology, unmatched capability and cool features. Trejo, who has appeared in almost 300 films, is a personality widely recognized by all moviegoers, especially U.S. Hispanics. With distinctive looks, an angry face, masculine moustache and tattoo-covered muscular body, Trejo comes across as a strong and intimidating, yet beloved, character.

In this new advertising campaign, viewers will experience Dodge, America’s mainstream performance brand, the “Trejo way” while quickly learning that “te pondrá a prueba” (“it’ll test you.”)

In the campaign, consumers who test-drive their favorite Dodge vehicles are met with an unexpected and mysterious Dodge salesman (Trejo). The test-drivers quickly find that Dodge and Danny will test their limits, exposing them to exhilarating adventures and situations.

In “El Trato,” the first spot in the series, a man sits with Trejo in a dimly lit room with flickering red and blue lights over a table. The men argue as they try to settle on a set of terms. The viewer realizes they aren’t discussing a hit-man job or a plea bargain, but that they are in a Dodge dealership and Trejo is a car salesman unexpectedly highlighting the exterior, interior and audio system of the 2015 Dodge Dart. Trejo seals the deal with the client, as the ad ends with the tagline, “Te Pondrá A Prueba.”

Set to air in late June, “Quemacocos” (“Sunroof”), also begins in a Dodge dealership. Trejo signals a customer to test-drive the 2015 Dodge Charger. The customer comments on the performance, interior design and Uconnect features, while Trejo continuously points out the sunroof. Trejo asks the customer to stop the car in front of a warehouse and gets out of the car. After a few seconds he crashes through a second floor window, falling though the sunroof. The customer speeds off with Trejo. Impressed with the car’s power, the deal is done as the customer states he wants to purchase the Dodge Charger just before the ad ends with “Te Pondrá A Prueba.”

The spot “¿Qué hay en la cajuela?” (“What’s in the trunk?”) starts in a Dodge dealership lot, with a customer sitting in the front seat of a 2015 Dodge Challenger. The man loading items into the trunk turns out to be Trejo. As the duo begins their test-drive, loud thumping is heard from the trunk. Trejo tries to cover the noise by raising the volume of the BeatsAudio sound system. Excited at the clarity and sound of the music, the customer declares he wants to purchase the car,just before it is revealed that Trejo has golf clubs and a bowling ball in the trunk, proving that the Challenger is fast and spacious. The ad ends with “Te Pondrá A Prueba.”

In an effort to reach tech-savvy millennials, Dodge has developed an original digital component to support the broadcast campaign. A series of videos depict customers taking test-drives at a Dodge dealership. To their surprise, the salesman accompanying them is Trejo. Hidden cameras let viewers feel as if they are going along for the ride while each video demonstrates a specific vehicle feature, the “Trejo way.” The Spanish language videos will be distributed across the Dodge brand social networks and different online platforms.

The Dodge brand’s Spanish language campaign was created in partnership with Lopez Negrete Communications.

“The Dodge brand consumer is the youngest in the industry with aggressive and athletic style, as well as a passion for high performance and advanced technology,” Juan Torres, Head of Multicultural Advertising, said. “Representing a substantial segment of the of the Dodge Challenger, Dodge Charger and Dodge Dart target audience, an estimated 21 percent of the millennials in the U.S. are Hispanic, and that percentage is expected to grow to 23 percent by 2020. To develop a unique campaign that would resonate with such an influential buyer, we sought both humor and a spokesperson who embodies the best-in-class features and performance of the brand.”