• by Karl Greenberg , March 5, 2008

Ford has launched a year-long Hispanic-market ad campaign in the largest car market in the U.S. The Hispanic campaign uses the Mexican version of professional wrestling--in which masked luchadores compete--to extol the virtues of the Ford Edge crossover, Focus and Fusion cars, and the F-150 truck. The campaign's theme line: "Campeones del Camino" (champions of the road).

The campaign, via Ford's Hispanic marketing agency, Zubi of Miami, will comprise 18 TV spots, plus interactive and grassroots efforts for local sales promotions. In the launch spot, the four vehicles are introduced along with the luchadores who embody them.

The Edge is paired with El Gálan, (gallant) while the technologically advanced Focus is paired with Dragón Techno. The sporty Fusion is paired with Super Vibra.

For the spot featuring all of the vehicles, the voiceover says, in Spanish: "Here today, the champions of the road. With 3,080 pounds of payload capacity, the 'Señor Piedra' (Mr. Rock) F-150! His secret weapon is the advanced technology, Sync. The 'Dragon Techno' (Techno Dragon) Ford Focus! He of the grand design, the 'Galan' (Gentleman--inference is to a chivalrous playboy) Ford Edge! The master of maneuverability, the "Super Vibra" (Super Snake) Ford Fusion!"

Separate spots will shine the light on the separate vehicles as if they were being announced as competitors in a "Lucha Libre" match. In the ads, the vehicles are in the middle of a wrestling ring, with their wrestler alter egos primping and growling beside them.

Hal Dewsnap, Los Angeles regional manager of Ford Lincoln Mercury, said the effort will include a series of tours and vehicle displays that will stop at between 100 and 180 Hispanic community events. The trailer will be wrapped with the theme.

The TV ads will run via spot buys on Univision, Telemundo and other Spanish-language media.

The U.S. Census says that while about 14.8% of the U.S. population comprises people of Latino origin, almost 36% of Californians are Hispanic. "These are vehicles that are particularly popular or are newer products for which we are trying to get relevancy in this market," he says.

Zubi opened an office in California to support the effort, per Dewsnap.