The bilingual "A Todo, Con Todo" campaign will run globally. In addition to airing in the United States, the spots featuring Juanes will begin airing in Mexico on Nov. 16, and will be rolled out in Latin America in early 2013.
The "A Todo, Con Todo" TV ads were produced in Spanish and English and will run on national Spanish-language TV networks Univision and Telemundo, and local TV stations in key Hispanic markets. The spots also will be available for viewing on the Ram Truck brand's YouTube channel, www.youtube.com/RamTrucks.
"A Todo, Con Todo" radio ads featuring an instrumental version of Juanes' "Cumbia Sexy" song will air in major U.S. Hispanic markets. Print ads for the campaign will appear in national Spanish- and English-language Hispanic magazines, including Automundo and ESPN Deportes La Revista, and in English- and Spanish-language newspapers in top-volume U.S. Hispanic markets for Ram trucks.
Trucks are one of the top-selling segments among Latinos and the Ram 1500 and 2500 are among the best performing Chrysler Group nameplates with these consumers, Diaz explained. Ram first introduced the "A Todo, Con Todo" concept in a Hispanic ad campaign in 2011.
The 30-second "Big Stage" ad highlights how the best-in-class 25 mpg highway fuel economy of the new 2013 Ram 1500 provides more control and fewer stops on one's "drive for success."
"Suspension," the third spot featuring Juanes and "Cumbia Sexy," debuts later. The 30-second ad celebrates how the class-exclusive active air suspension found in the new Ram 1500 helps make "rising to the challenge a regular occurrence."
The Ram Truck brand also will launch other Hispanic-market programs this fall as part of the "A Todo, Con Todo" campaign, including a partnership with Univision Radio, sponsorship of La Banda Ram on the Yahoo! En Espanol channel, and sponsorship of the Mexican Futbol soccer League.
The "A Todo, Con Todo" campaign was created by Dallas-based Richards/Lerma agency, the Hispanic marketing arm of The Richards Group.
With six solo albums to his credit and multi-platinum sales of over 15 million copies, Juanes is the world's leading all-Spanish language rock artist --both a GRAMMY and 17-time LATIN GRAMMY winner with eight #1 singles on Billboard's "Hot Latin Songs" chart. Juanes is also frequently recognized as one of the Spanish-speaking world's leading social media voices with an online following of over 10 million fans. The Colombian superstar's dedication as a global activist also extends far beyond his passionate lyrics and is seen in his wide ranging charitable work for his own Mi Sangre Foundation and as a co-founder of the "Paz sin Fronteras" (Peace Without Borders) organization, which utilizes music to unite populaces regardless of political or geographic divides and advocates that all people are entitled to the basic human right of peace.
"JUANES MTV Unplugged" was released in May 2012 and quickly debuted at #1 on Billboard's "Top Latin Albums" chart and in 18 countries throughout Latin America. The CD/DVD finds Juanes collaborating with Latin music legend Juan Luis Guerra, who acted as music director, and sharing duets with special guests Joaquin Sabina and Paula Fernandes. The album's first single "La Senal" reached #1 on the "Hot Latin Songs" chart, giving Juanes the 8th #1 song of his career. Juanes has been called "the single most important figure of the past decade in Latin music" (Los Angeles Times); "the first truly international rock star to emerge from Latin America" (Associated Press); and "Latin America's hottest singer-songwriter... a soulful poet with electric guitar" (New York Times).
The Ram Truck brand continues to establish its own identity and clearly define its customer since its launch as a standalone vehicle brand. Creating a distinct brand for Ram trucks has allowed the brand to concentrate on how core customers use their trucks and what new features they'd like to see. Whether focusing on a family that uses its half-ton truck day in and day out, a hard-working Ram Heavy Duty owner or a business that depends on its commercial vehicles every day, Ram has the truck market covered.
The Ram Truck brand has the most innovative lineup of full-size trucks on the market. Ram Truck has emerged as a full-size truck leader by investing substantially in new products, infusing them with great looks, refined interiors, durable engines and features that further enhance their capabilities. Truck customers, from half-ton to commercial, have a demanding range of needs and require their vehicles to provide high levels of capability. Ram trucks are designed to deliver a total package.Chrysler Group LLC
Web site: http://www.chryslergroupllc.com/
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