• by Laurie Petersen , December 27, 2006

Rock'em Sock'em Robots, the 40-year-old Hasbro toys with a cross-generational reputation for toughness, are now promoting Dodge Ram trucks.

In a 30-second TV spot that broke on Christmas, Blue Bomber beats Red Rocker in the boxing ring, then seeks out a new conquest--settling on a red Dodge Ram 1500. The robot pummels the truck's grille, but the Ram doesn't suffer a scratch. Tagline: "Dodge Ram. The longest lasting, most durable line of full-size pickups."

A second spot will air early next year as part of a larger 2007 campaign for the truck brand.

"The Rock'em Sock'em robots are a symbol of toughness and the ability to out-last the competition, which are among the key attributes of the Dodge Ram pickup truck," said Mark Spencer, senior manager, Dodge marketing and global communications, in a statement.

The U.S. truck market stands to get a new pummeling in 2007 when Toyota unleashes its multimillion-dollar marketing effort for the full-size Tundra.