Just as the truck comes to a stop at the edge of a rocky cliff, Elliott steps out, marking his first on-camera appearance in a Ram commercial. Elliott continues, "The road doesn't end here. This is only the beginning. Guts. Glory. Ram."
The 30-second commercials include:
-- "Horizon" - Best-in-class 25 mpg highway fuel economy provides for 160 more miles with every fill-up, shortening more distances than ever before to a single tank of gas. -- "Dawn" - The revolutionary rotary shifter in the new 2013 Ram 1500, the first of its kind to be introduced in any pickup truck, puts the driver in absolute control of their surroundings and the road. -- "Mountain" - Class-exclusive Active Level air suspension in the new Ram 1500 is designed to take on any obstacle in its path, leveling the steepest inclines, conquering the rockiest roads and easing the burden of even the toughest terrain. -- "Sky" - The state-of-art Uconnect Access, featuring SiriusXM radio, has the power to put the universe and the satellites directly within the driver's reach in the new 2013 Ram 1500.
Ram will have a large television presence in professional and college football games, major league baseball playoff games, network and cable primetime programming, and syndicated network and cable sports and outdoor lifestyle programs beginning the weekend of Oct.13.
The first print ad debuts Friday, Oct. 12, in the USA Today sports section. It will be followed by full-page and spread ads in lifestyle publications popular with truck owners, including sports, outdoors, country music, fitness, do-it-yourself, technology and automotive enthusiast magazines.
In addition to television and print, the Ram 1500 campaign includes radio and digital advertising and will be augmented with custom media programs designed to introduce the capabilities of the new truck to customers and potential customers where they work, play and consume media.
The "Moving Heaven and Earth" campaign was created by Dallas-based The Richards Group.
Hispanic Advertising Campaign
The new campaign is the next iteration of the "A Todo, Con Todo" theme, first introduced last year, and features world-famous Latin musician, Juanes, a 17-time Latin Grammy Award winner who has sold more than 12 million albums worldwide.
The ads, produced in Spanish and English, will be placed on Hispanic television networks and stations such as Telemundo and Univision; in national Hispanic magazines including Automundo and ESPN Deportes La Revista; and in Spanish language local newspapers and radio stations in key Hispanic markets. The ads also will run on in-language websites.
"The new Ram 1500 is a symbol of the brand's commitment to hard work, determination and dependability, values shared with the Latino community and the same values and guiding principles that propelled Juanes to his success as an artist and social activist," Diaz said. "It is this type of personal conviction and dedication to doing what's right that makes Juanes an authentic brand ambassador for Ram, a true representative of the idea of living 'A Todo, Con Todo'."
The television campaign consists of a 60-second commercial, titled "Anthem," and two 30-second spots.
'Anthem'
Two additional 30-second spots celebrate the class-leading technologies found in the new Ram 1500:-- "Big Stage" - Best-in-class 25 mpg highway fuel economy provides more control and fewer stops on one's "drive to success." -- "Suspension" - The truck's class-exclusive active air suspension helps make "rising to the challenge a regular occurrence."
In addition to the TV spots, Juanes will be featured in "A Todo, Con Todo" digital advertising.
The Ram Truck brand also will launch custom media programs this fall, linking Ram to Univision, Mexican regional music (Yahoo! En Espanol channel) and the Mexican Futbol soccer League.
In addition, Ram is partnering with the Futbol de Primera radio network as the official partner and exclusive automaker in all World Cup broadcasts.
The "A Todo, Con Todo" campaign was created by Dallas-based Richards/Lerma agency, the Hispanic marketing arm of The Richards Group.
About Ram Truck Brand
The Ram Truck brand has the most innovative lineup of full-size trucks on the market. Ram Truck has emerged as a full-size truck leader by investing substantially in new products, infusing them with great looks, refined interiors, durable engines and features that further enhance their capabilities. Truck customers, from half-ton to commercial, have a demanding range of needs and require their vehicles to provide high levels of capability. Ram trucks are designed to deliver a total package.Chrysler Group LLC
Web site: http://www.chryslergroupllc.com/
