A Tale Of Two Ads For the 2013 Ram 1500: Video

October 9, 2012

Chrysler has unveiled a new series of ads for the 2013 Ram 1500 pickup. Ordinarily, that wouldn't be such big news, but this is only the second national campaign for the Ram since 2009, when Chrysler spun off the Ram into its own line.

What's also interesting is the fact that Chrysler has created two separate series of ads to market the Ram 1500 -- one for English-speakers, another for Spanish-speakers.

"Moving Heaven and Earth"

The campaign as a whole is called "Moving Heaven and Earth", and it features the Ram tagline "Guts. Glory. Ram." According to Chrysler, the first TV spot debuts this Friday.

The English-language portion of the campaign kicks off with a 60-second spot called "Road", featuring actor Sam Elliott -- an apt choice, given Elliott's penchant for performing as a rough-and-tumble cowboy. 

Curiously for a truck ad, "Road" spends a good bit of time touting the Ram's fuel economy (25 mpg) and Chrysler's Uconnect Access infotainment system, which features SiriusXM radio. Compared to some other truck commercials that focus exclusively on ruggedness and towing capacity, this seems like a major creative shift.

"Road" will be accompanied by a slew of print and digital ads, as well as four 30-second spots -- "Horizon", "Dawn", "Mountain", and "Sky" -- each of which highlights a different feature of the truck.

By comparison, the Spanish-language portion of the Ram campaign focuses mostly on its star, the Latin Grammy Award-winning musician, Juanes. The 60-second kick-off clip called "Anthem" centers around the theme of "A Todo, Con Todo" ("To Everything, With Everything"), which Chrysler put in play last year.

According to Fred Diaz, President and CEO of Ram Truck Brand and Chrysler de Mexico, "The new Ram 1500 is a symbol of the brand’s commitment to hard work, determination and dependability, values shared with the Latino community and the same values and guiding principles that propelled Juanes to his success as an artist and social activist."

What's interesting here is that Chrysler has created a completely separate campaign for Hispanic consumers. It's very common, of course, for automakers to run Spanish-language ads, but those ads tend to be very similar -- if not downright identical -- to their English-language counterparts. In this case, Chrysler has gone the extra mile, exploring ways to connect with Hispanic shoppers in a meaningful way. Given the growth of that demographic, the Ram could be laying the groundwork to catch up with competitors like the Ford F-150 and the Chevrolet Silverado in the coming years.

Curious about these new campaigns? Have a look at the two lead-off spots:

So, is it just us, or do these ads seem a bit different from those of other truck-makers? Drop us a line, or leave a note in the comments below.

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