Pitbull partners with the Dodge car brand

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American rapper Pitbull has teamed up with the Dodge car brand as part of its multicultural millennials advertising campaign for the Dodge Dart.

The Spanish/English ad campaign via Houston and Los Angeles-based Hispanic agency Lopez-Negrete Communications, features the artist whose handle is the name of the above dog breed that’s about 80% teeth. Pitbull, whose Clear Channel Media and Entertainment tour last year was Dodge-sponsored, composed the music and calls out “¡Dale!” (“Let’s do this!”) in the spots, per the Chrysler unit.

Olivier Francois, Chief Marketing Officer, Chrysler Group LLC, comments, ‘Like the original, the new multicultural How to Change Cars Forever spot uses the same dose of fun, creative license and Dodge brand humour to capture the meticulous process of starting with a simple idea and developing it into a revolutionary new car. Pitbull is a great fit for the Dodge Dart as both are hip, innovative and relevant to millennials, yet also have cross-over appeal.’

Tim Kuniskis, president and CEO, Dodge Brand, said urban multicultural consumers (think North Brooklyn) are the demographic group that is most apt to want the car. “The compact car segment is the biggest and most competitive in the automotive industry, and Millennials are a major driver of the segment growth,” he said in a statement.

Dodge says the first ad in the Hispanic campaign is a multicultural variation of the latest “How to Change Cars Forever” (“Cómo hacer un auto que cambie todo”) 30- and 60-second ad. The spot is adapted from a June spot under the Dart campaign that launched last year. Pitbull is integrated into the creative, per the automaker. The :60 spot will air July 18th 2013 during the “Premios Juventud” youth awards show on the Univision Network.

The company says the ads will air on national Spanish-language and bilingual networks and also on Aspire and BET. They are also on YouTube.

Read more:

http://www.mediapost.com/publications/article/204244/dodge-borrows-pitbull-to-pitch-dart-to-gen-y.html#axzz2ZO5Fx3Ge

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