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.
It has been years since Allpar first reported on the future launch of a new Jeep Wagoneer, and the dropping of the Dodge Caravan. With Wagoneer on the books, Chrysler planners may have had mixed feelings about the sudden success of the Dodge Durango. They wanted to drop the Durango for a more-profitable Wagoneer (essentially a Durango with the Grand Cherokee suspension design [...]
Months after unconfirmed reports made it to Allpar’s pages, the power of Automotive News, in the person of reporter Larry Vellequette, pried a key fact from Chrysler executives — that they cast and build “Ferrari” engines for Maserati. As our sister site pentastars.com reported, the engines are actually cast in Kokomo, and machined in the Trenton Engine plant, using a mixture of [...]
Alfa Romeo will launch the second new car in its attempted comeback next year, on the brand’s 105th anniversary. Anonima Lombarda Fabbrica Automobili (roughly, Lombarda car making company) — or ALFA — was born on June 24, 1910. Their next car will be unveiled on June 24, 2015. While Alfa Romeo’s leader, Harald Wester, has said that the company is creating all [...]
The Challenger Hellcat is a hot image car for Dodge, and the brand’s leader has already said he wants to get as many out to the public as possible, suggesting to dealers that they not tack on $10,000 (or higher) surcharges as they did to hot cars in the past — from Vipers to PT Cruisers. While his calls may [...]
The 2015 Chrysler 300C has been inadvertently revealed by Chrysler itself, in an optional image for its navigation systems. As Allpar sources predicted, the car has dropped the chrome underneath the headlamps and moved the Chrysler wings to the top of the grille, but otherwise is rather similar to the current model. The grille has grown to be Audi-oversized in this [...]