Dodge Debuts Multicultural TV Campaign

• Inspired by His­panic telen­ov­e­las, ‘Secret Door,’ will run in Spanish
• Fea­tur­ing the all-new 2011 Dodge Durango, the new spots take view­ers on a mys­te­ri­ous journey
• Con­sumers can visit http://www.dodge.com/agarrate/ for more infor­ma­tion and view pho­tos of the 2011 Dodge Durango

The Dodge Brand marks its return to mul­ti­cul­tural mar­ket­ing and adver­tis­ing with a new TV cam­paign, “Secret Door,” aimed at the His­panic mar­ket. The new TV spots, inspired and played out in the tra­di­tion of a His­panic telen­ov­ela, are designed to keep view­ers in sus­pense as they fol­low a cou­ple on a journey.

“As the Dodge Brand con­tin­ues to rede­fine itself and iden­tify our tar­get audi­ence, it is impor­tant to include and reach out to the His­panic mar­ket with our mar­ket­ing and adver­tis­ing ini­tia­tives,” said Ralph Gilles, Pres­i­dent and CEO – Dodge Brand, Chrysler Group LLC. “Many of the Dodge brand vehi­cles appeal to this mar­ket and it is impor­tant that we are at the fore­front of their car-buying, decision-making process.”

“Secret Door” fol­lows a His­panic man with a piece of paper in his hand as he makes his way down an alley and even­tu­ally enters a non­de­script build­ing through an unmarked door. How­ever, the man is unaware that he is being fol­lowed by some­one in a mys­te­ri­ous black Dodge Jour­ney. View­ers will have to stay tuned to see what hap­pens next.

“The com­pre­hen­sive mar­ket­ing and adver­tis­ing cam­paign devel­oped is both smart and engag­ing, and con­veys the essence and imagery of the Dodge Brand,” said Gilles.

The TV cam­paign fea­tures two 30-second spots, as well as a 60-second spot, which will be broad­cast exclu­sively dur­ing the 11th Annual Latin GRAMMY® Awards where the Dodge Brand will serve as the exclu­sive auto­mo­tive sponsor.

The Dodge Brand also will be on the green car­pet and at the offi­cial Latin GRAMMY after-party deliv­er­ing cov­er­age of Dodge’s par­tic­i­pa­tion with pho­tos and videos that will be posted live on the Dodge Brand Face­book page (www.facebook.com/dodge) and blog (www.RedLetterDodge.com), and with live tweets from the Dodge Brand Twit­ter han­dle (@dodge).

Con­sumers can visit http://www.dodge.com/agarrate/ for more infor­ma­tion and to view pho­tos of the all-new 2011 Dodge Durango.