Lopez Negrete Communications rolled out this Hispanic market campaign which connects the strong work ethic of Latinos to the values embodied in the Dodge Ram truck–strength, determination and resilience.
In the campaign’s anthem spot directed by Jeff Darling via Believe Media, we see workers toiling as a voiceover tells us of our world’s most precious resource–which comes in a single drop. However, even with the drought, the drop is not one of water but rather a bead of sweat. It’s the sweat that comes from hard work, endurance, perseverance and dedication. A voiceover describes this sweat as being “the salt of the earth."
Academy Award-winning Argentine musician and composer Gustavo Santaolalla (Brokeback Mountain, Babel) was hired in order to inject unique, soulful, Latin-American sounds into the three-spot TV campaign. Santaolalla’s persistent, tranquil acoustic string music enhances the spots, evoking a feeling of genuineness and tenacity that exemplifies the life of the Latino worker this campaign connects with.
Lopez Negrete chief creative officer Fernando Osuna explains, “In “Salt of the Earth,” we portray life across the country by showing real, hardworking people in the most inspiring and poetic way. The stunning, candid imagery truly shows those that go out and get the job done for you, for your family, and for this country. We show that Ram recognizes this incredible work and is there, as both a tool and a brand to help get it done.”
