“Sabado Gigante” signs Ford F-150


Univision’s “Sábado Gigante” (Giant Saturday) is the exclusive platform for the launch of an automotive brand with the unveiling of the 2009 Ford F-150 to the Hispanic community.  Ford is leveraging its long-standing commitment with “Sábado Gigante” as the exclusive domestic automotive sponsor to launch its multi-faceted Hispanic marketing campaign of its signature truck.

“We are thrilled to partner with Ford on this landmark deal that leverages ‘Sábado Gigante,’ one of our most dynamic properties, to launch one of their signature vehicles,” said David Lawenda, president of advertising sales & marketing, Univision Communications.

Targeting the growing and influential U.S. Hispanic community, the multi-faceted marketing campaign for the new Ford F-150 will feature Don Francisco teasing in-program segments, revealing the new vehicle live in the studio, and a car giveaway to one lucky audience member.

“Ford has been the exclusive domestic automotive sponsor for ‘Sabado Gigante’ since 2000 and we are proud to partner with Don Francisco once again to showcase the new Ford F-150,” said Dave Rodriguez, Multicultural Marketing Communications manager at Ford.  “The show’s credibility as well as popularity with the Hispanic community makes ‘Sabado Gigante’ the perfect platform to allow us to connect with the thousands of viewers that tune in every week.”