The Ram Truck brand is kicking off its next chapter in its ‘Built to Serve’ movement with a new campaign called ‘I’m A Ram’. The new series of commercials start this week and feature music from five-time Grammy-winning singer and songwriter Chris Stapleton.
“Class-leading features and industry recognitions continue to validate our dedication to redefining how pickup trucks can meet customer demands,” said Marissa Hunter, Head of Marketing, Stellantis – North America. “It’s an honor to again collaborate with our friend and five-time Grammy-awarded artist Chris Stapleton on our latest marketing campaign ‘I’m A Ram.’ This creative platform is uniquely ownable, celebrates the spirit and determination of our owners, and further reinforces our ‘Built to Serve’ commitment.”
The new ‘I’m A Ram’ campaign highlights the three-consecutive MotorTrend Truck of the Year winners, the Ram 1500 (2019), Ram 2500/3500 Heavy Duty (2020), and Ram 1500 TRX (2021). The commercials showcase stories of Ram Truck owners who have set out to make a difference in their community with the help of their Ram pickups.
The ‘I’m A Ram’ campaign will include a series of commercials and long-form content that will cover broadcast, digital, and Ram Truck brand social media accounts. Two of the new spots, titled “Neighbor” and “Provider,” debuted via broadcast television this past weekend during the NCAA March Madness telecast. An extended 60-second version of the recently debuted spot “Anthem” can also be viewed on the brand’s official YouTube channel.
Besides the broadcast placements, the campaign will include some behind-the-scenes conversation with Chris Stapleton as he drives around in a 2021 Ram 2500. Stapleton speaks from the heart and takes viewers through what it means to collaborate with the Ram Truck brand and to be a Ram Truck owner, stating, “A Ram is powerful. A Ram is unyielding and it comes at things head-on. It’s not afraid of the fight and doesn’t back down. It’s capability and it’s trust. It’s knowing when you need it to be there, it will be there.” Those videos will also be available on the Ram brand’s YouTube channel.
More 30-second spots will debut in the upcoming weeks, complemented by “I’m A Ram” social stories about owners who are making a difference in their communities every day. The campaign was created in partnership with Highdive, the same agency behind the Jeep® Gladiator “Groundhog” commercial.