When you might think of all-American, you think baseball, apple pie, and the wild west. Ram thinks of the mighty ‘Old West’, and that’s why it has chosen the iconic era to portray its belief of toughness and hard work that is the core of its products.
A series of four spots will play around the brand’s new slogan, “Guts. Glory. Ram,” with an old western theme -- a perfect setting for what Ram suggests its brand portrays. Of course, the only forms of transportation back then consisted of horses, trains, and wagons, but the spots foster the idea that if an automobile existed during these times of courageousness and survival, it would be the Ram pickup.
“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,” said Olivier Francois, lead executive marketing for Chrysler.
One of the spots, called “Code of the West” goes over the cowboys’ unspoken code, stating how some were easier to live by, while others were nearly impossible to abide; this being the code of never coveting a man’s horse, which is clearly broken when a group of cowboys with their Ford parked behind them, spot a Ram truck in the distance. Another spot takes aim at Ford again, simulating a draw between the Ford truck and Ram—except the weapons on hand are the engines. The Cummins-equipped Ram has tons of backup including a fire truck and tractor, while the Ford stands alone and shamelessly backs out of the western town.
This isn’t the first time Chrysler has juxtaposed new models in old historic settings. Check out the clip below of “Freedom” showcasing the Dodge Challenger in the setting of the revolutionary war.
The campaign mixing the ‘Old West’ with shiny Ram trucks may be a bit silly, but the dedication and tough grind ideals that Ram represents parallels the iconic period almost perfectly. The ads will make their way around through broadcast, online, and print ads, with sneak peeks below.