Just the Facts, Ram: New Video Showcases Capability, Little Else
Ad Campaign Does Away With Sentiment
It’s strange: Two weeks ago, we were writing to tell you about a raw, gritty new video from Ram Truck that featured horses and mud and little kids and really big trucks towing even bigger trailers.
Now, Ram is doing away with lots of that in its newest four-advertisement campaign, called “Just the Facts.” The first two, embedded below, feature that same deep voice as earlier Ram advertisements, but instead of waxing poetic, he merely says that this won’t be a commercial featuring “super-slow motion footage of trucks splashing through the mud,” and instead, the copy focuses on Ram’s claimed best-in-class towing and fuel economy.
According to a Ram Truck blog post, the ads are a “simple, fact-based, no-nonsense approach to finding the Ram truck right for the job at hand,” cutting through the histrionics to get to the important stuff. The ads coincided with the launch of a new page on the Ram website, Setting the Record Straight.
Now, we really, really liked that old Ram heritage video. We loved the sentiment behind it, that it takes a lot of blood, sweat, and knowhow to build a good truck, and we loved the cowboys, construction equipment, and the falling and getting back up.
But what's weird is we really like these new videos too. They’re short and to the point, and they feature simple camera shots that really draw a person into the scene. They’re also perfect for the NFL and NCAA football games in which they’ll appear, since they’re short enough to fit into quick, time-out-length commercial breaks.
Sure, we kinda miss seeing the dogs herding, the tractors plowing, and the high-school football teams taking the field (what can we say? We’re suckers for a little Americana). That said, these commercials still get their message across remarkably well, and Ram will likely need all the good marketing it can get as it faces ever-tougher competition from Ford, Chevrolet, and GMC.
Source: Ram Truck, YouTube