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Lopez Negrete presented Impress for Chryslers Dodge Dart
6 de julio de 2014
Osuna: En Lopez Negrete no solo buscamos hacer spots sino evolucionar conceptos
Lopez Negrete presented Impress, the most recent spot produced for Chryslers Dodge Dart, which was broadcast during the World Cup in Los Angeles, and that counted also with Camilo Lara from Instituto Mexicano del Sonido (Mexican Institute of Sound), who was in charge of elaborating the original music of the commercial.”We are pleased with this campaign, it was a tricky spot where the goal was to launch the Dodge Dart, which is a car that has been very successful among Hispanics commented to PRODU, Fernando Osuna, CCO of Lopez Negrete. This time, the concept was originally developed by the agency, despite they preserved the message the brand brought in the past, under the slogan Rompiendo las reglas (Breaking the rules). “With the Dart, it is always about breaking the rules, and we tried to do something new without forgetting that we were there, not only since we do not look for making spots but to make concepts evolve,” Osuna said.According to the creative, the central idea was to make a campaign to show the features, without mentioning them, so the challenge was to show it in a different way. “The interesting thing is that as Hispanics we like to be told stories, and sometimes advertising focuses on only selling the product.”Osuna said that music played an important role in the spot. “It sets the style and how you do advertising and in this case we wanted to find a unique and different music, and loved Camilo Lara, because it is someone else who breaks the rules, he takes familiar sounds and remixes them creating something unique.”
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