• by Tanya Gazdik , February 6, 2025

Ram Trucks puts a new spin on a classic fairy tale with a high-energy spot starring actor Glen Powell.

Amid fire-breathing dragons, flame-spewing volcanoes, bears and a spoonful of porridge, Powell reimagines the classic children’s bedtime story, “Goldilocks and the Three Bears.”

In “Uncle Glen’s” version, he tells a high-octane adaptation to his real-life twin niece and nephew.

The 60-second commercial, "Drive Your Own Story," can be viewed now across the Ram brand's social channels including Facebook, Instagram, and YouTube.

Stellantis is the only automaker with commercials in the Big Game this year, with both Ram and Jeep brand making appearances. The automaker is waiting until the Super Bowl to reveal the Jeep spot. 

The 60-second spot, created by the Ram brand in partnership with GSD&M and produced by Minted Content, was directed by David Leitch  (“Deadpool 2,” “John Wick” and “Bullet Train.”) An extended 90-second version can be viewed on Ram brand’s YouTube channel.

Olivier Francois, global chief marketing officer for Stellantis, says the spot is very “on brand” for Ram. He calls it “very quintessential Super Bowl  — loud and very funny with a celebrity.” The spot is soundtracked to Van Halen’s classic “Panama.”

“Our participation as the only automaker in the biggest American television event makes perfect sense for us,” Francois says. “2025 will see our brand portfolios grow and stand out against the competition.”

The variety of Ram’s power options — from gas-powered, to battery-powered, to heavy-duty options — is played up in the spot, which features the 2025 Ramcharger 1500, the new Ram 2500 Rebel Heavy Duty and the Ram 1500 RHO.

“The message is choice, choice and the ability to choose what's right for you,” Francois tells Marketing Daily. “With options that include fully electric, hybrid or gas, we’ve set the table for our customers to choose what is ‘just right’ for them.”

Depending on his needs, Powell picks the Ram best suited for his story.

With the Ramcharger 1500, Powell flexes his artistic muscles and shows off his chainsaw carving skills, then goes into full superhero mode to slay a fire-breathing dragon, which he then proceeds to eat after towing it behind him in a dragon-sized smoker with the Ram 2500 Rebel Heavy Duty. He jumps volcanoes in the Ram 1500 RHO.

If you freeze-frame the spot, the disclaimers are pretty amusing: “This commercial is set in a fantastical world and does not portray real-world scenarios. Truck capabilities and stunts generated by CGI. Truck is not flame retardant.”

Powell is no stranger to the Ram brand. He helped kick off the new generation of Ram Trucks in “The Calling” advertising campaign in April 2024, and Universal Films and Ram’s co-branded advertising campaign for last summer’s blockbuster film “Twisters.”

As part of the campaign, Ram Trucks will offer consumers branded merchandise that pays homage to the Super Bowl commercial at RamTrucks.com, including stuffed dragons and bears, T-shirts, hoodies, blankets and a dragon-wing hot sauce.