I'm pretty sure hip Spanish-speakers don’t say “fresco” when colloquially referring to something that’s “cool.” At the same time, I'm not sure exactly what is slang for cool in Mexico. But whatever the proper translation is, it applies to this Spanish-language Dodge Journey ad, appropriately called “Enjoy the Journey." The commercial, created by Chrysler Mexico with advertising agency BBDO, won an award from Mexican Association of Advertising Agencies as well as the Effie Award for 2009 from the New York chapter of the American Marketing Association, which recognizes great ideas that bring real results in effectively communicating with customers.
The ad follows one young man, starting with the day he picks up his Dodge Journey from the dealership to life’s every day travels, such as commuting to work to driving his friends to transporting his increasingly pregnant wife, and eventually, hauling around an infant in the back seat along with all of their stuff.
You don’t need to speak fluent Spanish to get the message. Check it out.
