Ram Trucks and Warner Bros. launched a new co-branded commercial for the Ram 1500, Motor Trend magazine’s 2013 Truck of the Year, in a partnership to promote Warner Bros. Pictures’ “Man of Steel,” the summer superhero movie in theaters June 14.
The Chrysler Group provided vintage pickup trucks and other vehicles to Warner Bros. for integration into key scenes in the movie.
“With film alignment we have a fresh consumer engagement opportunity, connecting the heroic character traits of Superman with Ram's DNA,’” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “Our custom creative and marketing program is squarely aimed at building advocacy among passionate fans outside traditional marketing channels.”
The 30-second “Action” spot intersperses scenes from the movie and footage of the Ram truck as the voiceover says, “Everyone has the ability to do something amazing … Some just do it on a more regular basis.”
The key message of the television ad – how the work that Ram owners do make them superheroes in their own right – also is reinforced in print ads that will promote Ram trucks and the “Man of Steel” movie through the July 4 weekend. The Ram brand teamed up with DC Entertainment comic artist Shane Davis to create a custom illustration for the ad, which will run June 7 in the weekend edition of USA Today.
“Ram celebrates those who dare to be great and never back down from a challenge,” said Reid Bigland, President and CEO – Ram Truck Brand. “This is the essence of Superman and also embodies our Ram truck buyers, who believe in hard work, integrity and standing up for what is right.”