• November 6, 2008

On Saturday, the auto giant will reveal the 2009 Ford F-150 to the Hispanic community on Univision's signature variety show "Sábado Gigante."

Ford is leveraging its long-standing relationship with the show to jump start its multifaceted Hispanic marketing campaign for its signature truck. The campaign launch will be officially kicked of by Mario Kreutzberger (better known as Don Francisco), the legendary host who has been commanding the show for more than four decades.

The first phase of the Hispanic advertising campaign created by Zubi Advertising will launch with a product integration in "Sábado Gigante," that will include three segments led by Don Francisco: a :10 teaser, a :25 second segment when the truck is unveiled and, a :25 segment featuring the truck being given away to one audience member. In most episodes of "Sábado Gigante," contestants compete for a chance to win a vehicle; however, this launch episode is unique in that one lucky audience member will walk away with the keys to a brand new F-150.--Nina M. Lentini