MERCADEO Versión en español
Richards/Lermas new Ram campaign A todo, con todo shows its hard work that identifies the brand with Hispanics
9 de diciembre de 2013
El comercial muestra a Juanes sobre el escenario y destaca el arduo trabajo de los miembros de su equipo técnico
Aldo Quevedo, creative director of the multicultural Richards/Lerma agency, spoke with PRODU about making the new commercial for the Chrysler account and its Ram truck brand for the Spanish-language advertising campaign A todo, con todo (Does Everything, With Everything) promoting the new Ram 1500 pickup.The spot on this occasion stars Juanes and his crew, in which the Colombian singer is seen on a tour officially sponsored by the brand. The new A todo, con todo commercial shows Juanes onstage and stresses how hard the members of his technical crew work to get the show on the road. It was very interesting, because what we wanted to do with Ram and Juanes was to give the sense that Ram is sponsoring the Juanes tour. But since the singer is a very successful celebrity, one might get the idea that between him and the hard-working, down-to-earth pickup truck there isnt must synergy. The agency found an angle in the people behind Juanes who put in a lot of labor so the tour can take place. Consequently we focused the commercial on the story of the crew that makes every concert possible that he gives on his 40-cities tour, Quevedo said.The campaign points out the innovative characteristics of the Ram 1500, as well as the values of hard work and determination that the brand shares with Latino culture.
