Chrysler Group LLC is targeting “multicultural Millennials” with a new advertising campaign for the 2013 Dodge Dart featuring Cuban-American rapper Pitbull.
Two new television spots feature the rapper uttering his signature phrase, “¡Dale!” — Spanish for “Let’s do this!” One is a new riff on the “How to Change Cars Forever” spots the company has been airing since the Dart launched last year. A 60-second version will air July 18 during the “Premios Juventud” youth awards show on the Spanish-language Univision Network, an annual award show that reached more than 9 million viewers last year.
“Like the original, the new multicultural ‘How to Change Cars Forever’ spot uses the same dose of fun, creative license and Dodge brand humor to capture the meticulous process of starting with a simple idea and developing it into a revolutionary new car,” Fiat-Chrysler chief marketing officer Olivier Francois said in a statement. “Pitbull is a great fit for the Dodge Dart, as both are hip, innovative, and relevant to Millennials, yet also have cross-over appeal.”
A second 30-second spot, titled “How to Break Through and Succeed,” is already airing in Spanish and will begin airing in English later this week. According to Chrysler, it “highlights a duality between the effort behind Pitbull’s music and the hard work that comes with building a car that stands out from those in its class.”
Chrysler said its new multicultural focus is driven by recent Census Bureau data, which shows that some 90 percent of the 18- to 34-year-old population growth will come from multicultural segments from 2011 to 2015. Much of that growth will come from Hispanics, 71 percent of whom are under the age of 40.
“If you want to know where future compact-car buyers are, just look at the audience at a Pitbull concert — it’s cross-cultural and our advertising must connect emotionally with these consumers,” said Juan Torres, head of multicultural advertising at Chrysler.
“Millennials are driving the compact segment growth, and Hispanics in particular over index as compact car buyers,” he said. “The Dart is already attracting young consumers and we’ll continue to develop advertising with a multicultural cadence that connects with this group.”