Pitbull to Target Millennials with Dodge Campaign

The Dodge brand is targeting multicultural millennials with a Spanish / English ad campaign for the 2013 Dodge Dart featuring global music star Pitbull.

The rapper, who utters his signature “!Dale!” (“Let’s do this!”) phrase in the spots, also composed original instrumental music called “Drop 2 the Bottom” for the commercials: “How to Change Cars Forever” and “How to Break Through and Succeed.”

The campaign reflects the Dodge brand’s focus on targeting multicultural millennials for the compact car segment.

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“The compact car segment is the biggest and most competitive in the automotive industry, and millennials are a major driver of the segment growth,” said Tim Kuniskis, president and CEO, Dodge Brand, Chrysler Group LLC.

The Dodge Dart multicultural ads will air on various national Spanish-language and bilingual networks. They will also air on the Aspire and BET Networks this month.

Digital ads will accompany the TV spots. The ads are available for viewing on the Dodge brand’s YouTube channel, www.youtube.com/user/dodge.

The Dodge brand also collaborated with Pitbull last year for a nationwide music tour with Clear Channel Media and Entertainment. One test-drive participant during the tour won a special “iHeart Dodge Dart” customized by Pitbull and a backstage meet-and-greet.

The new Dodge Dart multicultural campaign was created by Lopez-Negrete Communications, a leading Hispanic agency with offices in Houston and Los Angeles.

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Rakesh Raman