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.
advertisement
advertisement
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.