USA – Marking a milestone for Ram’s new brand era, Migrante has launched a campaign for the Stellantis brand, ‘The Commentators,’ which draws on cultural insights and humor to authentically connect with Hispanic consumers in the US.
This campaign harnesses the unparalleled energy of Hispanic sports commentators. With one especially passionate commentator mixing up ‘fútbol’ and ‘football’, the spot highlights the intensity and emotion they bring to every game. Hispanic sports fans are 37% more likely to remain loyal to a brand that sponsors a sport they follow. Ram’s alignment with their passion for both fútbol and football deepens brand affinity and reinforces long-term connection.
That unstoppable passion becomes the perfect metaphor for Ram—because nothing stops the commentators’ passion, and nothing stops Ram.
The campaign’s work centered on developing a dedicated script to bring ‘The Commentators’ concept to life, fully embodying the spirit of the Hispanic football fan. The execution successfully captured and transmitted the commentator’s unique energy, pride, and unshakable loyalty—to the game, to the players, and to the moment itself.
Featuring Latino actors, Arturo del Puerto and Ricky Catter, along with original music to enhance authenticity and amplify the spots, the work conveys both a sporting and Latino spirit that aligns perfectly with the Ram brand.
With over 68 million Hispanic Americans now representing roughly 20% of the U.S. population (U.S. Census Bureau, 2024), this campaign reflects Ram’s growing commitment to a demographic driving the nation’s cultural and consumer future.
Jennifer Presta, Hispanic Market Marketing Manager at Stellantis, said: “The Commentators celebrates the duality of Hispanic Americans — embracing both their cultural heritage and American identity — while tapping into the passion of a growing Hispanic football fandom. The campaign demonstrates how a targeted multicultural campaign can remain true to a brand’s DNA and authentically expand into culturally relevant storytelling.”
Migrante MD and VP of Creative, Sol Ricagni, adds: “As the agency of record for Ram for the Hispanic American audience, this was a real passion project. Developing a dedicated script to bring ‘The Commentators’ to life and embody the spirit of the Hispanic football fan felt like coming home, as well as the perfect complement to the Ram brand. We drew strategic parallels and used resources to connect the power of the Ram truck with the power of both soccer (fútbol) and American football. The spots were infused with high energy and humor, powerfully representing both the Ram brand and its Hispanic audience.”
As streaming now drives 55.8% of total TV time for Hispanic viewers—surpassing the 46% average for the rest of the U.S. audience (Nielsen, 2025)—Migrante and Ram’s cross-platform approach along with various cuts optimized for TV, OLV, and social media across a diverse range of touchpoints, ensures “The Commentators” meets audiences where they’re most engaged.
Ram offers a full line-up of pickups and commercial vehicles. It is part of the portfolio of brands provided by the leading global automaker and mobility provider, Stellantis.
