Ram Truck Shows Us What it’s Made of in New Video
Brand Underscores its History of Hard Work
Ram Truck knows the value of some sentimental imagery and a gravelly voice reading poetry.
Following in the vein of its commercials “Walk a Mile” and “Hell Yes,” Ram’s newest commercial, shown at the State Fair of Texas, once again features a deep, low voice reciting verses about the Ram brand. Instead of highlighting capability or durability, the new video instead emphasizes the history and experience behind Ram Truck.
The video plays on all the pickup stereotypes, with farming, metalworking, construction, and powersports featured prominently. However, the video doesn’t come off like it’s patronizing the beer-gut American. It’s genuine and, in lots of ways, very beautiful. The best part of the video is a split-second shot of a small stream of blood cascading down a gear. It’s gritty and real, and it resonates with the viewer, as anyone who’s turned a wrench has probably left some blood behind as well.
The Ram Truck brand can claim 100 years of history, as it traces its lineage back to 1914, when the Dodge brothers offered their first cars and trucks to customers. The vehicles saw service in World War I and World War II, and the company was responsible for the creation of truck legends like the original 1946 Power Wagon and 1978 Li’l Red Express.
The new video shows off all of that history, culminating at the end with images and footage of the current Ram lineup plowing snow, clearing downed trees, and hauling families. With commercials as heartfelt as these, it’s no wonder the Ram brand is enjoying such good conquest sales.