Chrysler unveils new marketing campaign for 2013 Ram 1500 pickup

Article by Anita Panait, on October 11, 2012

Chrysler Group's Ram brand has launched a new series of television commercial aimed at introducing the re-engineered 2013 Ram 1500 pickup. The TV commercials, part of a marketing campaign dubbed as "Moving Heaven and Earth" and which features actor Sam Elliott and Latin musician Juanes, pays attention to the 2013 Ram 1500’s 25-mpg highway fuel economy rating and its air suspension system, which is touted to provide extra clearance for off-road use and easier vehicle entry and loading.

The TV commercials are set to air Friday, Oct. 12, 2012. Although Chrysler declined to disclose its budget for the campaign, its marketing head Olivier Francois, said it will be representative of Chrysler's best-selling vehicle with the most potential to grow. Chrysler commenced the production of the 2013 Ram 1500 in September 2012.

The 2013 Ram 1500 features an optional Pentastar 3.6-liter V-6 engine linked to an 8-speed automatic gearbox.  The re-engineered pickup also boasts of several aerodynamic improvements that allowed it to parade the best fuel economy rating in its segment. The TV commercials have a variety of scenes that highlight the features of the 2013 Ram 1500.

One scene shows the stars realigning when the Ram 1500’s driver uses its onboard satellite infotainment system. Another scene shows a hawk stopping and reversing its flight when the driver clicked the rotary dialer into reverse. Other scenes show mountains crumbling as the pickup approaches them; and lands crumbling, slamming and falling away as distance between two cities gets smaller.

The marketing campaign, created by the Richards Group of Dallas, also includes print, radio and digital advertising. The Ram pickups are considered as crucial to the sales strategy of Chrysler chief executive Sergio Marchionne since they are among the carmaker’s most profitable models.

Chrysler’s 24-percent sales growth in the U.S. this year is helping the carmaker post higher profits and at the same time, it is aiding its parent Fiat SpA to offset losses in Europe. Ram’s pickups posted a 20-percent increase in pickup deliveries in the first nine months of 2012, compared to just 11% by Ford's F-Series and 0.6% by GM's Chevrolet Silverado.

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