automotive

Chrysler Taps Gael Garcia Bernal For Chrysler 200 Campaign

by Karl Greenberg , March 4, 2015

Fiat Chrysler Automobile's Chrysler brand has tapped actor Gael Garcia Bernal for a Hispanic marketing campaign supporting the 2015 Chrysler 200 sedan.

The campaign, launching this week, (Amores Perros, Y Tu Mamá También, The Motorcycle Diaries). comprises a 60-second and three 30-second TV ads to air nationally across U.S. Hispanic media.

For the campaign, via Houston, Tex.-based Lopez Negrete Communications, there are also digital and social initiatives, per Chrysler, which, as part of the campaign, has partnered with Univision and Telemundo around presenting sponsorship of “La Voz Kids.”

In the anthem spot, Bernal gets into his 200 only to find a young boy sitting in the drivers' seat insisting that he is a younger version of Bernal, arrived from the past. He begins enjoining him to do something different with his life or he'll never succeed. Bernal, who is pretty successful (especially for an actor), is confused until he realizes that the kid -- one Paquito -- has mistaken him for his true older self, the one from across the street, Paco. After catching a glimpse of his “real” future self, Paquito decides to stick with Bernal. In the process we see how the infotainment platform works with music.

A second ad follows the storyline further, with the kid and Bernal now driving around, and Bernal pretending to be a psychic thanks to the car's proximity sensors and navigation. The key message, “Why choose ordinary when you can have extraordinary?”, includes the line “Un Modelo a Seguir” ("a style or model to follow", roughly), meaning both the actor and his car.

automotive, hispanics

2 comments about "Chrysler Taps Gael Garcia Bernal For Chrysler 200 Campaign".

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cara marcano from reporte hispano, March 5, 2015 at 11:47 a.m.
Why is there no print on this campaign? Only digital and TV and social ? Social does not drive sales as well as print and online ads on Hispanic newspapers Web sites. Great HBS study out yesterday about how social will not drive sales as a paid media strategy as well as online ads and video around great content on Hispanic newspapers Web sites and also in print - sponsorships of car sections in Hispanic newspapers and also glossy inserts in trusted Hispanic newspapers and ROP ads in Hispanic newspapers should be part of this campaign. Hispanic ad agencies have in part lost credibility in the industry because they favor TV ads and Univision buys for 90% plus of a media spend and get away with this only because it is "Hispanic" media. This is great creative and should be applied in a much more 360-degree way to reach Hispanic drivers, all Hispanic drivers, not just certain Hispanic drivers.
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cara marcano from reporte hispano, March 13, 2015 at 4:40 p.m.

A lot of people have been asking me for this study from HBR about social and about how media dollars and PR dollars might be better invested in traditional Hispanic media (print, radio AND TV) ~ AND especially in Hispanic newspapers ~ - rather than in "social" if in fact the goal of the company is sales growth and not just cost-cutting. Here is the link to the study, which I believe might have been written by a SMART LatinoXO ; )
http://s.hbr.org/17YPnWa

Harvard Biz Review @HarvardBiz · Mar 7
If social media doesn't drive sales, why do we do it? http://s.hbr.org/17YPnWa

The INVESTMENTS (these are investments in future sales not spends) in Hispanic media are way, way too low overall and specifically in Hispanic newspapers and radio. This is not Univision's fault XO. It is someone's fault though, and we need to address this as an industry if we are committed to sales growth for our clients.