Dodge debuts TV campaign for Hispanic market

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Dodge marks its return to multicultural marketing and advertising with a new TV campaign, “Secret Door,” aimed at the Hispanic market. The new TV spots, inspired and played out in the tradition of a Hispanic telenovela, are designed to keep viewers in suspense as they follow a couple on a journey.


“Secret Door” follows a Hispanic man with a piece of paper in his hand as he makes his way down an alley and eventually enters a nondescript building through an unmarked door. However, the man is unaware that he is being followed by someone in a mysterious black Dodge Journey. Viewers will have to stay tuned to see what happens next.

The TV campaign features two 30-second spots, as well as a 60-second spot, which will be broadcast exclusively during the 11th Annual Latin GRAMMY  Awards where the Dodge Brand will serve as the exclusive automotive sponsor.

The Dodge Brand also will be on the green carpet and at the official Latin GRAMMY after-party delivering coverage of Dodge’s participation with photos and videos that will be posted live on the Dodge Brand Facebook page (www.facebook.com/dodge) and blog (www.RedLetterDodge.com), and with live tweets from the Dodge Brand Twitter handle (@dodge).

The 11th Annual Latin GRAMMY Awards will be broadcast live on Univision Thursday, Nov. 11 at 8 PM ET/PT.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.