Ram is expanding its “Built to Serve” advertising campaign to encompass everyday rock stars and heroes, and it is using a real Rock Star to do it. Foo Fighters’ Dave Grohl is voicing and appearing in the three ads that highlight parents, caregivers, teachers and others who are helping in their communities. Grohl is also seen driving his Ram 1500.
Ram has focused on a similar theme over the last few years, highlighting people who serve in the military armed forces as well as community leaders. During the recent pandemic, Ram also highlighted neighborhood leaders, health care workers, coaches and mentors who have helped out during challenging times.
Foo Fighters and Ram Go Back Decades
“Foo Fighters’ story with the Ram Truck brand started 25 years ago when they piled into a Ram van and headed out on the road in search of a dream,” said Olivier Francois, Global Chief Marketing Officer, Stellantis. “Their ability to pursue those dreams were enabled by the ones who have continued to support the band throughout what has turned out to be a one-of-a-kind journey. Now, we come full circle with the Foo Fighters in a collaboration that recognizes the challenges and celebrates the triumphs of our everyday heroes, especially during this last year, and further reinforces our 'Built to Serve' commitment to Ram customers everywhere."
The three spots are called “Rock Star”, “Overtime” and “Best Part”. The spots will include some of the Foo Fighters music as well.
Built to Serve Limited Editions
In March, Ram announced that it has fulfilled its promise to build special Ram 1500s to honor every branch of the armed forces. Ram honored the five land, sea and air-based branches of the U.S. armed forces. The special edition ‘Built to Serve’ trucks carried limited edition paint colors and insignias representing the Army, Navy, Air Force, Marines and Coast Guard. At the time, Ram also said it wanted to honor civilians who help their communities.
“We owe a huge debt of gratitude to our armed forces and the brave men and women who serve them. These Built to Serve models are just one way we honor those who have selflessly served our country,” said Mike Koval Jr., Ram Brand Chief Executive Officer – Stellantis. “Whether civilian or military, Ram truck owners are very familiar with this adage as it’s something we strive to build into every truck and van we produce.”
The new ads include the message “There’s a Rock Star in All of Us”. They will be running across all of Ram’s social media as well as television.
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