Ram has been running with their “Built To Serve” ad campaign and catchphrase for the past few years, but Stellantis thinks 2021 is a good time to move to the next step of the mindset with a new series of ads coming out now. The ad campaign is called “I’m A Ram,” and it features country music star Chris Stapleton, and the Ram 1500, TRX and Heavy Duty pickup trucks. Like the Built to Serve tagline has promoted, this new campaign is all about how their trucks allow their customers to do good in the world.
The campaign features an initial three ads. The first two, titled “Neighbor” and “Provider,” are 30 seconds long and are going live during March Madness broadcasts. The third is the extended minute long version combining the first two, and will be visible on Ram’s YouTube channel. Check it out below:
The full length “Anthem” ad shows the friendly neighbor and mom using their Ram 1500 and Heavy Duty to help others, and a TRX as an off-road film car. As with all the ads, Chris Stapleton sings the “I Am Ram” song he wrote for the campaign in the background. Yes, this makes it a bit cheesy, but we were worried it was going to be a whole lot more cringy that it really is. In fact, they didn’t only choose Stapleton because he’s a five time Grammy award winning artist. He actually owns a Ram 2500 Heavy Duty, although it’s unclear if it’s the one in the video.
“A Ram is powerful. A Ram is unyielding and it comes at things head on. It’s not afraid of the fight and doesn’t back down. It’s capability and it’s trust. It’s knowing when you need it to be there, it will be there,” said Stapleton.
In addition to the ads, Ram also has an interview video with Stapleton on their YouTube channel. Over the coming weeks and months, Ram will also highlight the stories of their customers using their 1500, Heavy Duty or TRX pickup trucks to make a difference in their communities. It’s a feel good ad campaign that is sure to be a success for Stellantis.