Ford may have professional “Dirty Jobs” guy Mike Rowe, Chevy has the mellifluous melodies of Will Hoge, but Ram has the deep-throated, no-nonsense voice of Hollywood legend Sam Elliott, with plenty of tough, no-nonsense footage of its trucks hard-at-work in real-life hard-labor scenarios. To further accentuate the authenticity of its HD trucks, Ram will employ real workers in its upcoming ad campaign.
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 Ram HD trucks. 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 truck 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.