Taking a page from the Old West, Ram Truck’s new national advertising campaign is built around the brand’s new tagline: “Guts. Glory. Ram.”
“The Ram Truck brand has always had the guts to perform and innovate – today, it continues to live by those rules and conducts,” said Olivier Francois, head of marketing for Chrysler Group. “The brand’s outstanding craftsmanship and beliefs are delivered in this campaign by using the rustic ‘Old West’ as the perfect juxtaposition of past and present American values; a time when hard working and well-crafted man-made machines were a must.”
“The advertising campaign for the Ram Truck brand is grounded in the fundamental principles of truth, honesty and integrity, which reflects the hardworking values of our customers,” said Fred Diaz, CEO of the Ram Truck Brand and Chrysler de Mexico. “The new tagline ‘Guts. Glory. Ram.’ pays homage to the history of Ram Truck Brand and represents the hard work and dedication placed in the design, engineering and production of each and every Ram truck.”
“Chrysler Group consistently looks at demonstrating each brand and its vehicle capabilities in a unique and entertaining manner to capture viewer attention and increase brand awareness,” said Francois. “In the case of Ram Truck, the objective is to tell the story of the truck’s superior capabilities and benefits.”
Television: Every element of the TV ads was selected to convey the authenticity of the era. Throughout the campaign Ram is positioned as the cowboy’s faithful companion. All of the following television spots can be seen at www.ramtrucks.com/gutsglory or www.youtube.com/ramtrucks.
“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.
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