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Ram Commercial’s relaunch

by David Zatz on

Ram’s “Ram Commercial” division made its full public debut yesterday with a multidimensional ad campaign, four years after being established.

ram commercial video

The campaign covers television, print, digital, video and social media. The first ad, “Time,” showed up on yesterday’s NFL game, showing the “surprise and delight” of small businesses with Ram vans. Print ads will appear in magazines including Forbes, Professional Builder, and Remodeling.

In “Time,” the ad showcases the vans’ versatility for seafood delivery, mobile car detailing, heating and cooling, and home restoration. The camera rotates from scene to scene, showing that for any use or time, Ram work vans get the job done efficiently. The slogan of the ad is “America’s Most Efficient Work Van,” based on best-in-class fuel economy, cargo capacity and payload capability.

“Ram On Demand” shows what happened when Ram Commercial delivered ProMaster and ProMaster City vans to small-business owners in Los Angeles and New York City, to owners who are operating old work vehicles and who have never seriously considered the idea of a modern work van.

The vans were customized with upfits based on the business’ usages and put through normal operations, to capture “surprise and delight” reactions. It starts with a 60-second overview video, followed by  videos of the businesses using the vans. It will be available on the Ram site and social media.

Ram Commercial’s documentary-style customer profile videos showcase the daily use of Ram ProMaster and ProMaster City vans by businesses that own Ram vans and how the versatility, ride and handling, fuel efficiency, and cargo capacity help drive each company’s efficiency.  More customer profile videos will be added to the brand’s website and YouTube channel.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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