The Chrysler Group Honors Latin Americans With Spanish Language Commercials During 'The Latin GRAMMY Awards' on CBS

The Chrysler Group Honors Latin Americans With Spanish Language Commercials During 'The Latin GRAMMY Awards' on CBS

    AUBURN HILLS, Mich., Sept. 10 With help from two of the
biggest names in Latin music and a 10-piece band that plays a unique mix of
rock-rap-funk, the Chrysler Group will air Spanish-speaking commercials during
"The Latin GRAMMY Awards" on Tuesday, September 11 at 9 p.m. (ET) on CBS.
    The four Spanish language spots will use music provided by actress/singer
Thalia, Enrique Iglesias, the number one Spanish-speaking recording artist in
the world with global sales of over 23 million, and Ozomatli, the critically
acclaimed Los Angeles-based group, to advertise DaimlerChrysler vehicles sold
under the Chrysler, Jeep(R) and Dodge brands.
    These TV spots mark the first time that brand-new advertising theme lines
for both the Chrysler and Dodge brands will appear in Spanish.  Announced last
week as the new theme line for Chrysler is "Drive=Love" ("Conducir=Amar").
Dodge announced its new advertising theme line last month: "Grab Life By The
Horns," ("Vive con Ganas").
    In yet another first, the yet-to-be released "Hero," by Iglesias, will
debut in one of the TV spots.
    "The Hispanic community is vibrant and fast-growing, and its impact on
American culture is huge," said Jeff Bell, Vice President - Marketing
Communications, the Chrysler Group.  "It is without a doubt one of our most
important markets; one that demands our attention and respect.
    "At the Chrysler Group, we are proud and excited that these leading
artists have agreed to help us make this ground-breaking approach into the
Hispanic market," said Bell.
    In addition to the four Spanish language ads, the Chrysler Group will also
air two English language spots with tag lines printed in Spanish during "The
Latin GRAMMY Awards."  All six of the 30-second spots are scheduled to air
into next year.
    The ads were developed by San Antonio-based Montemayor y Asociados, one of
the largest Hispanic marketing agencies in America, and PentaMark Worldwide,
which is owned by BBDO Worldwide, a wholly owned subsidiary of the Omnicom
Group.  PentaMark is headquartered in Troy, Mich.
    The four Spanish language spots are:
    *  Thalia sings "Amor a la Mexicana" ("Love Mexican Style") in a spot for
the 2002 Dodge Caravan minivan that is titled "Amerivan."
    *  Iglesias debuts "Hero" in a spot for the all-new 2002 Jeep Liberty in a
spot titled "Rising."
    *  Ozomatli sings "Guerrillero" ("Guerrilla Fighter") in a spot for the
2002 Jeep Grand Cherokee in a spot titled "Ritmo de Miami" ("The Rhythm of
Miami").
    *  Ozomatli sings "Dos Cosas Ciertas" ("Two Sure Things") in a spot for
the 2002 Chrysler Sebring Convertible titled "Windblown."

    In addition to the Spanish language spots, the Chrysler Group will air two
new English language ads during "The Latin GRAMMY Awards," both with Chrysler
and Dodge tag lines printed in Spanish.  They are:
    *  The Chrysler PT Cruiser spot is titled "Boy Meets Girl."
    *  The Dodge Ram ad, titled "Reflections," uses the music of Aerosmith,
the legendary rock and roll band.  The Dodge Division has a marketing and
communications partnership with Aerosmith, and Dodge is sponsoring Aerosmith's
"Just Push Play" 48-city tour, now underway.

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