Chrysler's Ram Truck brand is in Warner's "Man of Steel," the newest Superman flick, premiering next week. The automaker is running a co-branded spot but also has vintage vehicles in the movie and is doing other marketing elements for the film.
The 30-second spot mixes movie scenes with Ram footage. Print ads following the theme run through July 4 weekend. The print ads do something a little different, as DC Entertainment comic artist Shane Davis got involved to illustrations for the ad. The ad breaks in the June 7 weekend edition of USA Today.
The television ad will run in network and cable entertainment, news and sports programing beginning June 4. Dallas-based The Richards Group handles creative.
And Ram is fielding a "Man of Steel" show truck to be unveiled at the movie's June 10 premier in New York. The truck will be on display at special events throughout the summer and fall, including the National Finals Rodeo and State Fair of Texas, before being auctioned off for charity at a later date.