Dodge is targeting new buyers with a Spanish/English ad campaign for the 2013 Dodge Dart featuring music superstar Pitbull.
The rapper also composed original instrumental music called "Drop 2 the Bottom" for the commercials titled "How to Change Cars Forever" and "How to Break through and Succeed" according to Chrysler.
"The compact car segment is the biggest and most competitive in the automotive industry, and millennials are a major driver of the segment growth," said Tim Kuniskis, President and CEO, Dodge Brand, Chrysler Group LLC. "Dodge is playing by 'New Rules' and the Dart is a perfect example of that. With its European handling dynamics, class leading technology and safety features, it is the perfect vehicle for the millennial consumer."
The first 30-second ad debuted in June 2013 and was produced in Spanish and English. A 60-second version is set to debut on July 18 during the "Premios Juventud" award show on the Univison Network.
The ad will debut in English later this month.
The award show attracted over 9 million viewers last year according to Chrysler.
"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," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "Pitbull is a great fit for the Dodge Dart as both are hip, innovative, and relevant to millennials, yet also have cross-over appeal."
The ads will air on a number of different networks like Aspire and BET. Digital ads will also appear on websites this month as well according to Chrysler.
According to U.S. Census data, approximately 90 percent of the 18-34 year-old demographic will be considering vehicles produced from 2011-2015. The data also shows 71 percent of Hispanics buying newer cars are under the age of 40.
"I love this campaign because it's very similar to how records get put together," said Pitbull. "Everybody thinks it's such an easy process but it's very complicated to give the public something exciting, sexy and powerful. That is what the Dodge Dart and Mr. Worldwide bring to the table. ¡Dale!"
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