Ram Truck Brand’s New Advertising Campaign Introduces New Tagline, ‘Guts. Glory. Ram.’
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.”
“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
Everything
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.
“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.
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.