The Hispanic market for autos is growing, and most automakers’ sector marketing spend against that population is tracking its growth. Hispanic consumers are now over 18% of the U.S. population.
FCA (Fiat Chrysler Automobile) U.S.’s Dodge brand is hoping to lift its potential in that market with a new campaign, via The effort, via Lopez Negrete Communications. It’s not exactly the Dodge Brothers. Called “Te Pondrá A Prueba” (“It’ll Test You”), it features actor Danny Trejo, the heavy dude in films like “Machete,” “From Dusk Till Dawn,” and “Once Upon a Time in Mexico.” He appears in three Spanish language commercials for the Dodge Challenger, Dodge Charger and Dodge Dart, playing a Dodge salesman with a twist.
This is not entirely a new for Trejo. He drove a Saleen Dodge SMS 570 Challenger in the action film “Bullet,” in which he was a rogue L.A. detective looking for answers.
The automaker says the new effort extends to digital, including digital video assets, as well as social media. A central theme in the campaign is Trejo turning test drives into under-worldly adventures, with the humorous ads playing on Trejo’s intimidation factor as a dangerous, leather-clad killer. The 60-second anthem ad has Trejo in his element — at a negotiating table in the dark, save for the red, blinking lights from a nearby police cruiser, siren going.
It could be a drug deal as Trejo argues terms with another guy. But, it’s not. A repair guy on a ladder was just fixing the dealership lights, which come on to reveal the setting, and Dodge vehicles. The guy — a potential customer — mulls the features of the 2015 Dodge Dart, and signs the contract. Probably a good idea, since Trejo, reaching for a pen, opens the wrong side of his jacket, revealing an assortment of knives.
The next ad, slated for later this month, has Trejo letting someone test drive the 2015 Dodge Charger. Trejo wants to tout the sunroof; the customer ignores him. He finally tells the customer to stop the car in front of a warehouse. Trejo goes in, then exits, maybe by defenestration, through a second floor window, shattering the glass. He re-enters the car by falling through the sunroof…