Today Repsol will show for the first ever time on TV its latest advertising spot for the Rally Dakar whose slogan is “The spirit of Africa is back. The Dakar has returned” starring the team members that are participating in this legendary race.
The annual TV campaign that the oil company shows for the first time every year to coincide with the start of the rally this year recalls the “Spirit of Africa”, precisely when this year`s race is being held in South America, in Argentina and Chile.
The Rally Dakar, the toughest motor race in the world, is still linked to Africa and its memory is more alive than ever even though this year it had to be transferred to South America after terrorist threats meant that it had to be cancelled last year.
This is the reason why Repsol has gone back to the message transmitted in previous years, with the unmistakeable voice of the singer Ismaël Lo interpreting “Jammu Africa” and with the slogan reminding the public that: “The spirit of Africa is back. The Dakar has returned”.
The campaign starts tonight with the spot broadcast on general TV channels, it will also be reinforced with several spots in other media: magazines, on the radio and the internet.
To win this year`s Dakar Repsol has the same group of riders that have already triumphed in Africas in previous editions of the race. Nani Roma, Stephane Peterhansel, Luc Alphand and Hiroshi Masuoka in cars, and Marc Coma, Jordi Viladoms and Gerard Farrés, in motorbikes.
The Fundación Repsol, also in Africa
Another example of Repsol not wanting to forget Africa and the toughest rally in the world is the work that it is carrying out in the south-east of Morocco under the slogan “Come back to life, Project in Africa”. On 9th January wheelchairs, crutches and adapted tricycles will be delivered by the Fundación Repsol to the more than 200 physically-impaired in the province of Er Rachidia so that they can regain their independence and mobility.
