Ram Truck Brand, Chrysler Group’s truck specialist, is stepping up its publicity and promotional efforts with a new tag line and a new advertising campaign which they say is very honest and focuses on truth and products attributes. The new tagline is very cool: “Guts. Glory. Ram.” The ads however, well this Code of The West is a bit too long and boring. But there’s more to come. A list of the TV spots and a brief explanation for each one after the jump.
“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.”
“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.
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.
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.
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.