Driving change

30.11.2016 The Just Nots : Ram Trucks : #RamGivesThanks
Praise campaign by RAM, US

US – A new tv ad by Ram Trucks taps into the global sentiment that ordinary people should be celebrated.

  • The advert, Praise, ran during Thanksgiving Day NFL football games on CBS and Fox
  • Using the hashtag #RamGivesThanks, the ad pays homage to America’s everyday heroes

Created by The Richards Group, Praise is an ode to blue collar workers that honours everyone from the single working mother of three to the grandfather who spent a lifetime in the mill.

The 90-second ad has been created as a response to the current political climate, during which the disenfranchised Just Nots have asserted themselves through their votes. The inclusive advert also praises immigrant workers with green cards, positioning itself against the nationalist sentiment that has often been portrayed by the media as reflective of this demographic.

‘Praise is the Ram Trucks brand’s tribute to hard-working Americans and the story of people who are the backbone of our country,’ says Olivier François, chief marketing officer at Fiat Chrysler Automobiles. ‘We always look for opportunities to build unique, impactful creative [material] around a defining cultural moment.’

The Big Picture

Brands such as Ram Trucks and Miller have recognised the current political zeitgeist by tapping into a widespread sense of nostalgia in their advertising aimed at the disenfranchised working class.

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