Since the launch of the RAM brand in 2009, there have been some amazing marketing campaigns surrounding the truck maker. While most of those have featured country music during that time, that is about to change with RAM’s latest multimedia campaign called “Spotlight”. RAM will be teaming up with the American rock band the Foo Fighters to pay homage to everyday heroes across the nation.
Kicking off just before Mother’s Day, the release of the new campaign coincides with the release of “From Cradle to Stage,” a new unscripted series directed by Foo Fighter front man Dave Grohl and inspired by his mother Virginia Hanlon Grohl, and her critically acclaimed book. It follows the release of “What Drives Us,” a documentary Grohl directed as “a love letter to every musician that has ever jumped in an old van with their friends and left it all behind for the simple reward of playing music.”
— Foo Fighters (@foofighters) May 6, 2021
“[The] Foo Fighters’ story with the RAM brand started 25 years ago when they piled into a [Dodge] Ram van and headed out on the road in search of a dream,” said Olivier Francois, Global Chief Marketing Officer, Stellantis. “Their ability to pursue those dreams were enabled by the ones who have continued to support the band throughout what has turned out to be a one-of-a-kind journey. Now, we come full circle with the Foo Fighters in a collaboration that recognizes the challenges and celebrates the triumphs of our everyday heroes, especially during this last year, and further reinforces our ‘Built to Serve’ commitment to RAM customers everywhere.”
Soundtracked by Foo Fighters’ anthemic “Making A Fire,” the campaign kicks off with an extended 60-second version of “Rock Star” featuring Dave Grohl. As a tribute to the mentors and leaders who are RAM Truck owners, the video showcases everyday people helping kids with their struggles, while Grohl is seen driving his Ram 1500 and listing all the ways it takes to overcome obstacles on the path to rock stardom before humbly stating, “bringing out the very best of them, takes the very best of us.”
RAM will also release two additional 30-second campaign spots, “Overtime” and “Best Part,” as well as a 30-second version of “Rock Star” that will run across television. The “Spotlight” campaign was created in collaboration with Austin, Texas-based agency GSD&M with support from G7 Entertainment Marketing, who brokered the Foo Fighters