Having been featured in Quentin Tarantino’s “From Dusk Till Dawn” as well as being the star of “Machete” from which he became known and nicknamed.

It’s believed he has been in close to 300 movies. Mr. Trejo is no stranger to the big screen.

Earning face time with a young and more broad audience when he was cast as the hungrier version of Marcia Brady in Snickers latest commercials, Danny Trejo now will be furthering his popularity as he stars in Dodge’s newest advertising campaign aimed at a U.S.Hispanic market, “It’ll Test You”.

Test Drive with Trejo

A series of three commercials will be focusing on the Dodge Challenger, Dodge Charger and Dodge Dart. Starring Danny Trejo, “Machete” as the intimidating, pseudo-dangerous salesman (other than the salesman bit, this role is not a huge stretch for Trejo who is typecasted for his tough demeanor as well as muscular physical appearance).

Directing this campaign at a U.S.Hispanic market, the commercials are delivered in Spanish and will run across a U.S. Hispanic media.

In a test directed by Spanish speaking broadcasting system, Univision, Dodge ranked one of the lowest brands with Hispanic markets in awareness and familiarity.

With an almost cult-like following, Trejo has a strong fan base and remains to be widely recognized because of shows like “Sons of Anarchy”, “King of the Hill” and “Breaking Bad”.

Reaching the Millennials

Using Trejo’s tough but beloved persona, the marketing campaign pitches a less than serious, PG-rated commercial designed to target the the current hispanic millennials which account for 21% of all millennials in the U.S. market. It is estimated that number will jump to 23% by 2020, accounting for almost a quarter of American millennials.

In the hopes of capturing this untapped market who has a strong desire for high performance and advanced technology, Dodge dealers in Miami now have the task of showing off their rankings as best-in-class horsepower, class-exclusive technology as well as their unmatched capability.

This shouldn’t prove to be too difficult for Trejo. Most recently while acting as the rogue L.A. detective in the 2014 movie ‘Bullet”, his character drives a Saleen Dodge SMS 570 Challenger as part of the role. Tough life.

With Dodge’s tagline being “tough, bold and aggressive” they couldn’t have picked a better spokesperson to personify that. He is the physical embodiment of those words while at the same time speaks to audience that wants to reach him. It was the perfect choice for such a unique and influential market.

Well done, Dodge. Well done.

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