Ram Trucks is hoping a partnership with a country music sensation will strike a chord with consumers.
“Long Live the Storytellers,” a documentary-style video content series created by Ram in partnership with Project Worldwide agencies G7 Entertainment Marketing and Motive Made Studios, debuted earlier this month on Rolling Stone Country. The second episode went live Aug. 21. Two more are planned for Aug. 28 and Sept. 15.
As a critically acclaimed singer/songwriter whose star is on the rise, Cobb demonstrates many of the same core values as Ram — hard work, dedication, courage, and authenticity, says Jeff Summers, head of Ram Truck advertising.
“Ram Trucks fans and country music fans share a great deal of ‘emotional equity,’” Summers tells Marketing Daily. “A great number of truck owners, of all ages, love country music and a great number of country music artists drive trucks.”
Spotlighting the hard work and determination of being a songwriter, the weekly series takes viewers on a journey into the art of creating a song through the lens of one of Nashville’s most impressive break-out artists. Shot in Nashville, it chronicles the process from the creation of Cobb’s new single “Ain’t A Road Too Long” (Low Country Sound / Elektra Records) to its Sept. 15 release of both the song and music video.
While getting to know Cobb through this intimate look into his musical process, “Long Live the Storytellers” also features songwriting insights from the perspective of lauded music producers, musicians and writers.
In addition to documenting the release of Cobb’s single “Ain’t A Road Too Long,” Ram also worked with Universal Music Publishing Group (UMPG) to provide custom songs from the Nashville community that embody the spirit of the truck brand’s “Long Live” campaign. Each of the five songs has a unique sound and feel that authentically reflect the brand’s core values of integrity, courage, leadership and hard work.
To bring these songs to life, Ram initiated a crowd-sourced campaign with G7 Entertainment Marketing and on-demand creative community platform, Talenthouse, to develop lyric videos for five UMPG songs as part of the “Long Live the Storytellers” campaign. These will debut in late August on RamTrucks.com/RamLife and the Ram YouTube channel.
The series expands Ram’s “Long Live” marketing campaign launched earlier this year and is the brand’s latest partnership in the country music space.
In recent years, Ram has established alignments with several of today’s top country music artists, including Miranda Lambert, Chris Stapleton and Easton Corbin. Lambert and Corbin both wrote original songs inspired by Ram trucks — Lambert’s “Roots and Wings” and Corbin’s “Let’s Ride.” Ram turned these songs into music videos and TV spots.
“Ram’s alignments with country music artists are always organic and authentic, a natural fit for the artists, fans and Ram,” Summer says. “The genre is a natural fit for truck owners.”
Summers didn’t close the door to future collaborations with Cobb beyond the series.
“We are always looking for opportunities to do mutually beneficial collaborations with artists who we feel represent the brand in a positive way,” he says.