Cannes Lions

RAM TRUCKS

DONER, Southfield / CHRYSLER / 2011

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During Truck Month, the competition is fierce. Ram trucks have the most powerful performance statistics in the truck world. These were the numbers that we used to rise above the fray, strength in numbers, to be precise.There’s a lot of chest beating when it comes to truck advertising. Avoiding the clichéd demonstrative, we reached out to those who understood what strength in numbers” was about, the hardworking “everyman” and his crew.The “Crew” spot features bold images with a sonorous Sam Elliot voiceover to match. The slow and deliberate drawl bolsters the pace and temperament of the imagery. Bold men, doing bold work. Men who depend on the man to their left, and to their right.

“Crew” is about many parts working together to achieve greatness. As man has always relied on strength in numbers, so do Ram trucks. It’s an old truth manifested anew in Ram engineering. The metaphor speaks to Ram performance and the hearts of those who drive them.

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