Ram truck brand launches new Spanish-language campaign recognizing hard workers who are their own bosses

The Ram truck brand launches a new Spanish-language multicultural and multinational campaign this week, celebrating hardworking people who are their own bosses and get the job done day after day. The “Boss” television and digital campaign focuses on many of the class-leading and class-exclusive innovations of the Ram 1500 Limited, while emphasizing values such as hard work and determination shared by the brand and Latin cultures. The ads also promote Ram brand’s ‘America’s Longest-lasting Pickups’ title. 
 
A 60-second anthem “Boss” spot and two 30-second “Boss” product feature commercials, one focusing on strength and capability and the other on power and efficiency, launch this week in front of a huge television viewing audience when the spots debut during Telemundo and UniMás network telecasts of top team soccer qualifying matches. The campaign will run in the United States and Mexico. In addition, FCA markets in South America plan to run their own customized versions of the campaign.
 
Ram teamed up with independent Venezuelan rock band La Vida Bohème for the campaign soundtrack with their song “La Bestia” (The Beast). The two-time Latin Grammy Award winners, from Nacional Records, were also named Latino Breakthrough Artist of the Year by iTunes.
 
“Trucks are one of the top-selling segments among U.S. Latinos and the Ram 1500 and Ram 2500 are among the most popular models,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “It is important that we reach Hispanic auto-buying consumers with relevant marketing strategies that not only accurately depict the brand, but also authentically capture the lives of such an influential consumer. The ‘Boss’ campaign does this in a way that makes an emotional connection and seamlessly integrates the Ram 1500 into the story.”

“In key truck markets like Houston, Los Angeles and New York City, the multicultural population is in fact the majority population¹,” said Juan Torres, Head of Multicultural Advertising, FCA US LLC. “A quarter of Ram truck sales last year were driven by multicultural growth and Hispanics accounted for the highest rate of growth for the brand among all demographic groups².  Marketers must understand the lens through which multicultural consumers see brands. Hispanics are more likely to be self-employed, to be ‘their own bosses,’ which is why Ram is telling a story in this campaign that integrates cultural values and insight to connect with these consumers.”