Chrysler Corp. broke this week five new Spanish-language television spots for its Chrysler, Dodge, Plymouth and Jeep brands. Though four of the five spots are running nationally on Univision and Telemundo networks, they target U.S. Hispanic communities by cultural origin. For example, Plymouth Neon and Dodge Cirrus will run more heavily in Eastern markets, which are dominated by Cuban, Dominican and Puerto Rican Hispanics. Spots for Dodge Neon and the Jeep Grand Cherokee are running in the West, where Hispanics of Mexican and Central American descent live. A Dodge Dakota ad is running exclusively in Texas markets. The ads are from Montemayor y Asociados, San Antonio.
Copyright October 1996, Crain Communications Inc.