Ram embarks on new ‘Groundbreakers’ ad campaign for its 2014 heavy-duty trucks

Article by Anita Panait, on October 1, 2013

Chrysler Group’s Ram brand has launched a national advertising campaign dubbed "Groundbreakers" this weekend for its 2014 heavy-duty trucks. Groundbreakers will show working men in action on the job with the new Ram lineup. According to Ram, the decision to use real working people instead of actors was "significant to the authenticity of the Ram truck brand and customers."

The brand said the ads will help show and reinforce the lineup's capabilities, like 30,000 pounds of towing capacity and 850 pounds-feet of torque as provided by its new Cummins turbodiesel engine. The advertising campaign made its national debut Saturday with two 30-second spots, as narrated by actor and longtime Ram pitchman Sam Elliott.

The ads can also be viewed at Ram’s YouTube channel following its launch. One of the commercials titled "Hell, yes," opens with the line "A man will ask a lot of his truck." It then lists out questions like "Can it tow that?" At the end, all questions are answered with "Hell, yes."

The commercial titled "Walk a Mile," employs footage of a rancher, oil field worker, miner and farmer. According to Ram, the commercial will help underline its trucks torque and towing abilities. The line "We get out there and walk a mile in the footsteps of the guys we build trucks for" provides a literal meaning to the old adage: "Walk a mile in my shoes."

Ram will air two more TV ads later this year and early 2014, highlighting the strength of Ram's 6.4-liter Hemi big gas truck and the 2014 Power Wagon. "Groundbreakers" also has its print, digital and social components. The digital and social ads entail a microsite (http://ramtrucks.com/hd), digital banner ads and appealing social media projects for fans. The social programs include a contest on Twitter and Facebook that allows fans to submit extreme challenges that the Ram Heavy Duty lineup will take on.

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