May 1, 2019 , Auburn Hills, Mich. - As the truck that is “built to serve,” the Ram Truck brand is reinforcing its brand values of leadership, integrity and hard work in a new marketing campaign “On to Bigger Things,” including a four-part video series highlighting how the extraordinary capabilities and features of both Ram light-duty and heavy-duty trucks allow customers to push the limits, lead big lives and tackle the biggest jobs.

With hard work and leadership at its core, “On to Bigger Things” represents the spirit of people who lead big lives and focuses on the daily activities of three unique individuals who depend on Ram trucks to get the job done and to continue on to bigger things in their areas of expertise. Those individuals include:
  • Todd Pletcher: The 2017 Derby-winning and seven-time Eclipse Award-winning trainer, Pletcher was the first horse trainer in over a century to win the Belmont Stakes with a filly. Fueled by hard work, dedication and pride in his craft, Pletcher has won two Kentucky Derby races and will be competing for a third
  • Alex Lovett-Woodsum: This saltwater fly-fisher is competing at the top levels of her sport as she continues to shatter gender stereotypes with her craft
  • Wayne Mueller: Third-generation owner of Texas-based Louie Mueller BBQ, Mueller has travelled all over the world sharing the art of smoking meat and its power to bring people together  
“The Ram Truck brand has always showcased how its owners never settle for the expected, whether it be in their hardworking jobs or their lifestyle activities,” said Olivier Francois, Chief Marketing Officer, FCA. “Like our game-changing trucks, this campaign celebrates other experts of their craft, backed by a modern, re-imagined version of the classic song 'Go Your Own Way,’ a perfect anthem for those who are carving their own path to bigger things."

The campaign will span across broadcast, digital and the Ram brand social media channels Facebook, Instagram and Twitter. Two spots in the new campaign titled “Everything” and “Bigger” of the four-part video series will debut today on television and will air during the NBC broadcast of the Kentucky Derby on Saturday, May 4. 

The “Everything” spot follows Todd Pletcher, Alex Lovett-Woodsum and Wayne Mueller as they use their Ram trucks, providing each with the ultimate performance, capability, technology and luxury needed to achieve the hard work and attention to detail to support their everyday lives. Whether it is Pletcher at his training center towing his horse trailer, Lovett-Woodsum launching her fishing boat into the water or Mueller loading the wood needed to support his BBQ into the back of the truck, the Ram truck shows it is built to serve.

The 30-second spot “Bigger” highlights the Ram 3500 towing capability, focusing specifically on Todd Pletcher and his life on the ranch. This spot reinforces Ram’s position as the “Official Truck of the Kentucky Derby.” 

Additional individual spots featuring Lovett-Woodsum and Mueller will follow in the coming weeks.

The Ram Truck brand created the campaign in partnership with The Richards Group.
About Ram Truck Brand
In 2009, the Ram Truck brand launched as a stand-alone division, focused on meeting the demands of truck buyers and delivering benchmark-quality vehicles.
That focus leads Ram to design the industry’s most innovative, award-winning trucks, emphasizing durability, strength, technology and efficiency.
With a full lineup of trucks, including ProMaster and ProMaster City vans, the Ram brand builds trucks that get the hard work done and families where they need to go. From the no-compromise Ram 1500 that defines the future of pickup trucks with innovative design, the highest quality materials and class-exclusive technology, to the Ram Heavy Duty which combines the ability to out-power, out-tow and out-haul every single competitor with the segment’s most comfortable ride and handling, Ram is committed to product leadership.
Ram continues to outperform the competition and sets the benchmarks for:
  • Most powerful: 1,000 lb.-ft of torque with Cummins Turbo Diesel
  • Highest towing capacity: 35,100 lbs. with Ram 3500
  • Heaviest payloads: 7,680 lbs. with Ram 3500
  • Most luxurious: Ram Limited with real wood, real leather and 12-inch Uconnect touchscreen
  • Best ride and handling with exclusive link coil rear and auto-level air suspensions
  • Most interior space with Ram Mega Cab
  • Most capable full-size off-road pickup – Ram Power Wagon
  • Most-awarded light-duty truck in America
  • Highest owner loyalty of any half-ton pickup
  • Over the last 30 years, Ram has the highest percentage of pickups still on the road

Giving maximum effort all day, every day with confidence, the Ram Truck lineup steps forward with the full force of modern capability providing confidence-inspiring features and class-exclusive vehicle safety.

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