Sporting a Western-themed setting, the Ram Truck brand’s new national campaign focuses on the proven capability and superiority of the entire product line and introduces the brand’s new tagline – “Guts. Glory. Ram.” The new advertising campaign encompasses TV broadcast, print and digital. Chrysler spokesperson Dianne Gutierrez tells RBR-TVBR the TV buy includes the following networks:
NBC (Triple Crown)—just concluded
ESPN
CMT
Weather Channel
Discovery Channel – Deadliest Catch
Fox News
Speed Channel
Military Channel-Battlefields, Elite Forces
MSNBC
VS. (NBC Sports)
History Channel-Pawn Stars
Spike
CNN Headline News
ESPN
DYI-House Crashers
Everything from the location, wardrobe and set design featured in the TV campaign was selected in order to convey the authenticity of the era and to ensure that each of the characters were portrayed as tough, gritty and believable. Throughout the campaign Ram is positioned as the cowboy’s faithful companion. The TV spots can be seen at: http://www.ramtrucks.com/gutsglory or www.youtube.com/ramtrucks.
The creative:
“Code of the West”
Featuring the entire brand lineup and setting the theme for the entire Ram Truck campaign, Code of the West was designed to reinforce owner pride as well as brand consideration. Refreshingly different, this TV spot entices the viewer to see the Ram Truck brand in a new way.
“Cummins Standoff”
Highlighting the heavy-duty heritage of the proven Cummins engine, this 30-second spot takes the viewer right into Ram Truck’s Western world to convey the proven nature of the Cummins engine.
“RamBox Locking”
What does one do when the bad guys roll into town? Warn the town, protect the family, hide away in a secret place and store the valuables – and, there is no better place for the town’s courageous blacksmith to stow his precious tools than in his lockable and waterproof RamBox.
“Letterpress”
Filmed from inside an actual letterpress, mechanics and precision are conveyed as the application of letters and ink are styled and forged with strength and set with great attention to detail – a similar process that stirs inside the soul of Ram.
The accompanying Ram Truck web site (ramtrucks.com/gutsglory) uses video testimonials delivered by real Ram Truck customers. These real stories are carried over to the brand’s social media sites including the Ram Facebook page and Ram Zone blog.
