Ram Trucks Plays Cowboys and Pickups in Latest Ads

Ram Trucks Plays Cowboys and Pickups in Latest Ads

There's a new set of Western-themed truck commercials in town that aim to promote the tough attributes of Ram pickups. Giddyup!

"The brand's outstanding craftsmanship and beliefs are delivered in this campaign by using the rustic 'Old West' as the perfect juxtaposition of past and present American values; a time when hard-working and well-crafted manmade machines were a must," said Olivier Francois, Chrysler's chief marketing officer and CEO of the Chrysler brand.

Francois came to Chrysler via Fiat, where he was responsible for the global marketing of Fiat's brands, including Fiat, Alfa Romeo and Lancia. Known for bold ad campaigns in Europe, Francois approved the well-received "Imported from Detroit" campaign for Chrysler that kicked off last January during the Super Bowl with a TV spot that featured Eminem.

Last month, the Ram brand unveiled its new tagline: Guts. Glory. Ram. So, it's not surprising Francois is pushing Old West imagery for its trucks.

The first four spots are:

"Code of the West"

It's the Ram truck counterpart to Chrysler's Eminem commercial. The one-minute ad ties in Ram trucks with the "Code of the West". If you're an honorable cowboy, you should be driving a Ram.

Apparently bad guys drive Ford F-150s, including what appears to be a brief cameo by actor Walton Goggins, aka Detective Shane Vendrell from "The Shield."

"Cummins Standoff"

This spot highlights the heavy-duty heritage of the proven Cummins engine, which was first used in 1989 Dodge three-quarter-ton and one-ton pickups. The 30-second ad shows other Cummins-powered vehicles have the Ram HD's back in a high-noon showdown with the Ford F-Series Super Duty.

"RamBox Locking"

What does one do when the bad guys roll into town? Warn the town, protect the family, hide away in a secret place and store the valuables — and, there is no better place for the town's courageous blacksmith to stow his precious tools than in his lockable and waterproof RamBox.

"Letterpress"

There's no truck shown in this commercial. The ad was filmed inside an actual letterpress that's meant to convey the same mechanics and precision that exists inside the soul of Ram.

Which is your favorite new ad for Ram Trucks?

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