• by Tanya Gazdik , January 31, 2019

Fiat Chrysler Automobiles Ram Truck brand’s campaign, breaking today, features actor Jeremy Renner.

The long-form “Make Sure of It”  video, from Doner, introduces Renner (“The Hurt Locker,” “The Avengers”) as the new voice of the Ram Truck brand. He is also featured in the spot, besides doing the voiceover.

The video opens on the face of a young girl as the voice of a father recites his hope for his daughter’s future, how through her own strength and courage, she will shape the world around her, and the optimism he has for her endless possibility.

The father pledges, “I’m gonna make sure of it,” revealing the voice to be Renner, sitting in a Ram 1500 looking in the rearview mirror at the young girl in the back seat. The spot continues with the tagline "Make the Next Generation Even Better. That’s Our Job” onscreen, along with a collection of parents and their kids that Ram has featured in ads over the years. 

The 90-second spot launches across digital and social channels. Renner also will voice the new Ram Truck brand campaign, “Lead or Be Led,” rolling out this February. 

"We are grateful to Jeremy for lending his voice to our upcoming Ram brand campaign," states Olivier Francois, FCA CMO. "In return, we are proud to leverage our platforms during the Big Game to showcase a message that is dear to his heart and reflects our shared values.”

FCA has not confirmed any advertising plans this weekend.

FCA’s Jeep Brand also revealed a long-form video, “More Than Just Words,” which launches across the brand’s digital and social channels today. It is the second video released by the brand this week in the lead-up to the Super Bowl. Featuring music by OneRepublic, it is a visual narration of "The Star-Spangled Banner.” 

The brand released "Crusher," featuring the all-new 2020 Jeep Gladiator, earlier this week. Both were created by Dallas-based The Richards Group.

“Make Sure of It” is the third in a series of "Next Generation" films from the Ram Truck brand viewable on its YouTube channel. The campaign was created in collaboration with Austin, Texas-based GSDM.

The first spot, "School Talk," which debuted as part of 2018 Father's Day observance, reinforces the importance of fatherhood and instilling enduring values in our children. The second spot, “Thanksgiving Grace,” honors these values again, with the focus on being thankful for those in our lives who enable us to do what is right. It aired this past November.