• by Tanya Gazdik , September 9, 2016

Fiat Chrysler Automobiles is launching a campaign for its Ram pickup geared toward the Hispanic audience. 

The campaign, from Lopez-Negrete Communications, Houston, was created with a number of insights in mind, including that Hispanics are more likely to be self-employed and be “their own bosses,” use their vehicles for work, have purchased a truck in the past two years and work outdoors in professions where trucks are a tool of the trade such as construction, roofing, farming and mining. 

“The first line of our story says it all: ‘People think that because I am my own boss, I don’t answer to anyone…but that’s far from true.’ Our intention was to tell a story about a mindset, almost an instinct, to 'answer to it all' in a world that is challenging and beautiful all at once,” says Juan Torres, FCA’s head of multicultural advertising.

That world is an uncertain environment, defined by things greater than us, where Latinos — as bosses and owners of their destiny — push parameters and answer challenges, he says. 

“Beyond the figurative, the campaign was also constructed upon the attitudinal insight that U.S. Hispanics are more likely to be self-employed and “be their own bosses”than non-Hispanics,” Torres tells Marketing Daily. “Ram is both ally and armor to our hero.”

The spots will run in Spanish only and are debuting during television broadcasts of World Cup Soccer qualifying matches. 

Many of the nation’s top truck markets also have large Hispanic populations. “Boss” is a multinational campaign and in addition to the U.S., Mexico and parts of South America will run customized versions of spots.

“This particular campaign was specifically created for Hispanic consumers to run on the Spanish-language Univision and Telemundo networks,” Torres says. “We have not ruled out creating English-language versions in the future.”

The 60-second “Boss” anthem spot tells the full story and sets the stage for the individual 30-second product feature spots that follow.
 
In the spots, the driver and his Ram truck are allies and, at times, partners in overcoming challenges. His Ram 1500 truck is seamlessly part of his daily world. It is the “armor” that provides power, efficiency, strength and capability, enabling him to push the parameters as he answers to winter, rain, hail, high temperatures, the mouths he feeds … to uncertainty and to the future of his family. As the voiceover says, “I answer to it all. Work Calls. You Answer.” For the Ram owner, the job is never done, because being “done” implies that you’ve stopped moving forward.
 
A 30-second “Boss” strength and capability spot focuses on specific Ram 1500 product features, including the truck’s 5.7-liter HEMI V-8 engine, four-corner air suspension and 10,640-pound towing capacity.
 
Another 30-second “Boss” spot highlights the power and efficiency of the Ram 1500 Limited, specifically the truck’s towing capacity, 5.7-liter HEMI V-8 engine and best-in-class 29 highway MPG.