Ram Truck Brand Launches Partnership with Multi-platinum Latin
Music Superstar Juanes for 'A Todo, Con Todo' Bilingual Hispanic Ad
Campaign
AUBURN HILLS, Mich.,
Nov. 14, 2012 /PRNewswire/ --
- Juanes debuts 'Cumbia Sexy' song in new 2013 Ram 1500 TV
campaign beginning Nov. 15 during
Latin Grammy broadcast on Univision
- Digital and social media components engage consumers and
promote partnership to respective fan bases
- Ram teams with Shazam® to deliver an interactive mobile
experience targeting the Hispanic market
- 'A Todo, Con Todo' campaign featuring Juanes to run
globally
Multi-platinum Latin music superstar Juanes, a Grammy and
17-time Latin Grammy award winner who has sold more than 15 million
albums worldwide, is partnering with the Ram Truck brand in a new
"A Todo, Con Todo" ("to everything, with everything") bilingual
advertising campaign for the new 2013 Ram 1500 pickup
truck.
The partnership includes television commercials and digital and
social media components, including dedicated web landing pages
created in both Spanish (http://es.ramtrucks.com/Juanes) and
English (www.ramtrucks.com/Juanes), and a partnership with Shazam®.
The landing pages will be live Nov.
15.
"Juanes' creative fusion of musical styles and the bold way he
blends lyrics about everyday life and deeper issues make him the
perfect Ram partner," said Olivier
Francois, Chief Marketing Officer, Chrysler Group LLC. "His
music and his persona encapsulate the essence of the Ram 1500
pickup – the most capable truck for every professional and
lifestyle need. Both Juanes and Ram embody the 'A Todo, Con Todo'
spirit, giving everything they've got to everything they do."
Juanes debuts his song "Cumbia Sexy" in three new television
commercials focusing on the class-leading innovations of the 2013
Ram 1500 and the values of both Hispanic culture and Ram Truck
brand. The first two spots, 60-second "Anthem" and 30-second "Big
Stage," debut Nov. 15 during the
Univision broadcast of the 2012 Latin Grammy awards, where Juanes
is nominated for four awards and will perform during the telecast.
Leading up to the Latin Grammy awards, Ram and Juanes are both
engaging their respective Facebook and Twitter social media fan
bases to promote the partnership and the song and TV spot
debuts.
"Ram is proud to have a Latin music superstar of Juanes'
magnitude as a partner for the launch of our new Ram 1500 truck,"
said Fred Diaz, President and CEO –
Ram Truck Brand and Chrysler de Mexico. "His willingness to accept challenges
and dedication to doing what's right make him an authentic brand
ambassador for Ram's 'A Todo, Con Todo' campaign. The new Ram 1500
symbolizes the brand's commitment to hard work, determination and
dependability – values that are part of the Latino culture, and are
also the bedrock for the principles that propelled Juanes to his
success as an artist and social activist."
"I am extremely excited to be working with Ram trucks on such a
far-reaching bilingual campaign," said Juanes. "It gives me an
opportunity to share new music with a broad global audience while
supporting a brand I believe in and is a dependable daily presence
in the lives of many of my fans." Juanes will drive up to the Latin
Grammy ceremony in a 2013 Ram 1500.
Ram is partnering with Shazam to create an interactive mobile
experience for Hispanic consumers. During the Latin Grammy awards,
viewers who have the Shazam App on their mobile phones or tablets
will be able to tag the Juanes ads for expanded content on the new
Ram Truck landing pages about the artist as well as information on
the Ram 1500 truck. The free Shazam App can be downloaded in
advance from the Ram landing pages, Shazam.com and every major
app store.
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.
"A Todo, Con Todo" TV AdsThe 60-second "Anthem" TV 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."
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 Español channel, and sponsorship of the
Mexican Fútbol soccer League.
The "A Todo, Con Todo" campaign was created by Dallas-based Richards/Lerma agency, the Hispanic marketing arm of
The Richards Group.
About Juanes
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 Joaquín Sabina and Paula
Fernándes. The album's first single "La Señal" 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).
About Ram Truck Brand
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.
SOURCE Chrysler Group LLC