MERCADEO Versión en español
Dodge Dart and Pitbull in new multicultural campaign
13 de julio de 2013
Dodge has launched a multicultural campaign targeting young Hispanics and African-Americans co-starring the new Dodge Dart and Pitbull. The rapper composed the original music entitled Drop 2 the Bottom for the spots How To Change Cars Forever and How To Break Through And Succeed.The compact car segment is the biggest and most competitive in the automotive industry, and Millennials are a major driver of the segment growth, said Tim Kuniskis, Dodge Brand president and CEO.The first TV ad that debuted in June is a multicultural variation of the 30-second spot in English called How To Change Cars Forever. In it Pitbull appears as the big celebrity endorsing the new Dodge Dart. A 60-second version of the ad began airing July 18 at Univisions Premios Juventud youth awards gala.Like the original, the new multicultural How to Change Cars Forever spot uses the same dose of fun, creative license and Dodge brand humor to capture the meticulous process of starting with a simple idea and developing it into a revolutionary new car said Olivier Francois, Chryslers chief marketing officer. Pitbull is a great fit for the Dodge Dart as both are hip, innovative, and relevant to Millennials, yet also have cross-over appeal.”I love this campaign because it’s very similar to how records get put together” said Pitbull. “Everybody thinks it’s such an easy process but it’s very complicated to give the public something exciting, sexy and powerful. That is what the Dodge Dart and Mr. Worldwide bring to the table. ¡Dale!”The commercials are airing nationwide on a number of Spanish-language and bilingual networks. To see the spots, click the {Dodge;www.youtube.com/user/dodge} brand channel on YouTube.
