Since Ram started employing the throaty, no-nonsense voice talent of Sam Elliott, the marketing message for the truck brand has been squarely focused on the capabilities of the trucks, and their applications in real-world settings. To further add to the authenticity of the brand's marketing, Ram will start employing real-world workers in its spots, rather than professional actors.

Kicking off the "Groundbreakers" campaign is the "Walk a Mile" spot, utilizing footage of Ram HD trucks being used on a ranch, an oil field, on a farm, and at a mine, emphasizing the torque and towing capability of the Ram HD. This is the first of four spots that will roll out over 2013 and 2014. Future spots will highlight the capabilities of the Ram HD's new 6.4-liter Hemi gasoline engine, and other spots emphasizing the Ram HD's torque and towing capacity.

The campaign will also include social media components, and contests, inviting Ram HD owners to submit challenges for the Ram HD trucks to attempt, and a "Groundbreakers Club Roadblock Challenge" with a social game featuring a grand prize of a 2014 Ram 2500 Power Wagon. The "Groundbreakers" campaign was created by the Dallas, Texas-based agency The Richards Group. Watch the first of the ad spots below.

Source: Ram via YouTube