Ram Trucks Courage is Already Inside

Ram Truck Targets the Elusive Female Truck Buyers

I saw this ad from Ram Trucks the other day – and it really blew me away.  It wasn’t so much the content of the ad but the fact that it was Ram Trucks targeting the female market. How very different and yet, awesome at the same time!  I think I am so conditioned to seeing truck ads with heavy rock music, rugged terrains, and trucks pulling something heavy that seeing this one really threw me in for a loop.  Picking up on the female empowerment theme, Ram Trucks does a good job of sending an inspirational message that is strong yet feminine.

Check it out:

Title: Courage is Already Inside
Agency: The Richards Group
Client: Ram Trucks

Accompanied by a short caption “Have you ever thought you just didn’t have anything left in the tank? Well — you do. Guts. Glory. Ram.”, the ad is just so powerfully and thematically effective.

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Looking into this further, it seems that Ram Trucks also partnered with country singer Miranda Lambert to create this song (or ad?) released back in May titled “Roots and Wing”. “I am very inspired by what the Ram brand stands for — being who you are, working hard, staying true to your roots,” Lambert said in her press release for the song. “I wanted to write a song that would represent all of those things. ‘Roots and Wings’ is personal to me about where I come from and where I am going. The guys at Ram really made the lyrics come to life with the imagery and I hope it speaks to people the way it does to me.” Miranda Lambert is such a great fit for the brand – the perfect mix of country, home grown American roots, strength and mass appeal to cater to the female pickup buyers!


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