Content provided by Chrysler Media

    Taking place in a Western-themed setting, the Ram Truck brand’s new national advertising 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 broadcast, print, digital and CRM initiatives.

    “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, Lead Executive Marketing – Chrysler Group LLC.
    “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, President and CEO –
    Ram Truck Brand and Chrysler de Mexico, Chrysler Group LLC. “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.”

    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.”


    from the location, wardrobe and set design featured in the TV campaign
    was thoughtfully 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. All of the television advertising spots can
    be seen at – http://www.ramtrucks.com/gutsglory or www.youtube.com/ramtrucks.

    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.

    Online and Social Media — The accompanying Ram Truck web site (http://www.ramtrucks.com/gutsglory)
    demonstrates the proven capabilities of the product lineup with 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.