• by Tanya Gazdik , August 15, 2019

Fiat Chrysler Automobiles is kicking off its second annual “Ram Ag Season” with the truck that is “Built to Serve” farm families.  

The effort, from The Richards Group, includes the spot “Done Right,” which celebrates the selfless commitment to hard work that U.S. farmers make every single day. 

The spot features three real-life Ram truck owners and their family-owned-and-operated Michigan farms and ranches. It takes viewers through the farmers' daily lives.

“To the farming community, what they do every day is more than just a job, it is a way of life that requires hard work, perseverance and determination,” Marissa Hunter, head of marketing, FCA -- North America, stated in a release. “The Ram Truck brand knows and respects this. We work hard to provide the right trucks and proper support to these very people who have dedicated their lives to agriculture, and we are proud to celebrate these shared values in our dedicated Ag Season marketing campaign."

The video will run across TV, digital and Ram social media channels as a 30-second commercial, with an extended 60-second version to come. Three additional 60-second vignettes of each Michigan farm family will be featured on Ram's YouTube channel.

Ram Ag Season-sponsored events that support the efforts of the nation’s farmers will be rolled out -- including the Farm Progress Show in Decatur, Illinois, Aug. 27-29, and the Sunbelt Ag Expo in Moultrie, Georgia., Oct. 15-17. 

Ram will also have a strong presence at the annual Future Farmers of America (FFA) convention in Indianapolis Oct. 30-Nov. 2. The brand has been an active supporter of FFA for more than 60 years.

Ram offers dealer incentives for farm-owning customers of the Ram truck lineup and, through Ram's relationships with many agriculture brands, customers can take advantage of additional deals on farm and ranch equipment and management tools.  

Beginning now through Labor Day, farm owners get an incremental $500 rebate on all Ram trucks.

Information on Ram agricultural programs can be found at the Ram Life website.