Are they trying to turn ADR face?
yes. i think he can succeed as a face too.
he has a lot of swag and sometimes a face w/ swag and confidence works nicely.
this is what wrestlezone had to say about it:
F4Wonline.com is reporting Alberto Del Rio's face turn is due to WWE wanting a reliable and likeable Mexican star.
With Sin Cara and Rey Mysterio both appearing off and on over the past year due to injuries and suspensions—the company felt it was time to turn Del Rio.
They decided also to keep Del Rio paired with Ricardo Rodriguez and give him a face turn. The feeling was he could be a big part in helping get Del Rio over with the fans.