The Ram Trucks 'Boss' campaign series by Fiat Chrysler Automobiles targets Hispanic consumers living in the US. The inspiring commercials feature a Spanish-speaking narrator who talks about being his own boss, as well as others' perceptions about his life. While he is self-employed, the narrator explains that the idea of not answering to anyone is far from the truth when it comes to his day-to-day work life. He states that when work calls, one has to answer, and that one's job is never truly done. "In the spots, the driver and his Ram truck are allies and, at times, partners in overcoming challenges."
Houston-based ad agency Lopez-Negrete Communications created this commercial by diving into the automobile buying patterns of Hispanics -- most of which were found to be self-employed when compared to other demographics. Appealing to self-made small business owners in the fields of construction, agriculture, mining, and other skilled trades -- the Ram Trucks Boss ad pairs striking landscape imagery with scenes of a man who overcomes day-to-day obstacles more seamlessly thanks to his vehicle's capabilities.
Hispanic Car Campaigns
The Ram Trucks 'Boss' Spot is Marketed to Latino Consumers
Trend Themes
1. Targeting Hispanic Consumers - Disruptive innovation opportunity: Develop marketing campaigns that specifically appeal to the growing Hispanic consumer market.
2. Appealing to Self-employed Small Business Owners - Disruptive innovation opportunity: Create products and services tailored to the needs and preferences of self-employed small business owners in industries like construction, agriculture, mining, and skilled trades.
3. Leveraging Striking Landscape Imagery - Disruptive innovation opportunity: Explore the use of captivating nature and landscape visuals in advertising campaigns to evoke emotions and create a strong connection with the target audience.
Industry Implications
1. Automobile Industry - Disruptive innovation opportunity: Develop vehicles with features and capabilities that meet the unique demands of self-employed small business owners in industries like construction, agriculture, mining, and skilled trades.
2. Marketing and Advertising Industry - Disruptive innovation opportunity: Develop specialized marketing and advertising strategies to effectively reach and engage the growing Hispanic consumer market.
3. Outdoor Adventure and Tourism Industry - Disruptive innovation opportunity: Create unique travel experiences and packages that highlight the beauty of nature and offer opportunities to overcome challenges, appealing to adventurous consumers.