Stelllantis’ Ram Truck brand is paying tribute to the “determination and drive of American working-class heroes who rise to the challenges of engineering and construction projects across the nation.”
It also aims to give props to small businesses that are mobilizing to serve communities.
The campaign, from Sheet Metal Arts, spans across broadcast, digital and social media, including Ram brand’s official YouTube, Facebook, Instagram and Twitter channels.
Two 30-second broadcast spots focus on Ram work trucks and ProMaster vans. An extended 60-second version of “Giants” can be viewed on the Ram brand’s official YouTube channel.
The effort is tied to the automaker’s spring commercial truck season sales event that offers special incentives on the Ram Commercial lineup of trucks and vans.“We see America as one big beautiful job site,” says the voiceover. “But who’s going to show up, to scrape the skies, tame the oceans, rivet the rockets and raise the roofs? All those crumbling bridges aren’t going to mend themselves. And somebody’s got to feed the land that keeps us fed. Somebody has to deliver the goods and supply the demand. Let’s not forget that the dreamers are the builders. Who’s going to dig us out? Who’s going to demolish the past? Who’s going to build the future?”
The spot ends with copy superimposed over the last frame: “God Bless the Working Class.”
The lineup of Ram Commercial vehicles is purpose-built to improve the productivity of businesses everywhere, said Marissa Hunter, vice president, marketing, North America, Stellantis.
“At a time when this country’s skilled tradespeople and business owners are demonstrating extraordinary fortitude, delivering this compelling message of strength, resilience and courage is our way of paying tribute to the hardworking and heroic American workforce,” Hunter says in a release.