Chrysler’s Ram truck brand hopes to pry free normally loyal Ford and Chevrolet pickup buyers with a cinematic new ad campaign marking the launch of the newly updated Ram 1500 truck. Perhaps appropriately, the spots have been dubbed “Heaven and Earth,” suggesting the lengths Ram will go to in a bid to win over new buyers.
The campaign, which features the gravelly voice of Western actor Sam Elliott, will make its debut this coming weekend and marks the continuing ramp-up in spending by Chrysler’s truck brand – which was spun off from Dodge three years ago.
The multimedia campaign will also spotlight the rapidly expanding Hispanic community which accounts for a disproportionate share of pickup purchases in the U.S. market, officials noted. The campaign will feature singer Juanes, a 17-time Latin Grammy winner.
“With this truck launch we literally swing for the fences,” said Fred Diaz, the head of the Ram division as well as president of Chrysler’s Mexican operations.