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Ram and Warner Bros. have joined in a partenership to promote the Ram pickup and the new Superman movie "Man of Steel," which opens nationwide on June 14. As part of the deal, Chrysler provided classic trucks and other vehicles that were integrated into key scenes in the movie. “We are excited to partner with Warner Bros. on ‘Man of Steel,’” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “With film alignment we have a fresh consumer engagement opportunity, connecting the heroic character traits of Superman with Ram's DNA. Our custom creative and marketing program is squarely aimed at building advocacy among passionate fans outside traditional marketing channels.” Ram's advertising agency, Dallas-based Richards Group, worked with both partners to create a 30-second co-branded spot for the Ram 1500 and superhero. The 30-second, entitled “Action,” intersperses scenes from the movie and footage of the Ram truck as an announcer..

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