Miranda Lambert stars in Ram Truck's latest commercial with her song "Roots and Wings" that she wrote exclusively for a campaign the company says is meant to take both the singer and truck beyond their core audiences.
"This campaign is actually designed to broaden the appeal of both Ram and Miranda, beyond our core audiences as we connect with our respective fans in new, meaningful ways," said Olivier Francois, Chrysler Group's chief marketing officer. "In simple terms, the target for our 'Roots and Wings' campaign is not a single target. Men, women, all ages, and sure, we hope the millions of die-hard fans Miranda has will like it too."
The spot, airing this week on numerous network and cable channels, coincides with her Certified Platinum Tour. The video will play at concert venues just before she takes the stage after intermission.
"Miranda Lambert is a perfect partner for Ram. She's a true truck lover who lives her life by her own rules like so many of our Ram truck owners," said Mr. Francois. "She's been around trucks her entire life, having been born on a farm in a small town in Texas to now owning a ranch in Oklahoma.
"I am very inspired by what the Ram brand stands for -- being who you are, working hard, staying true to your roots," said Ms. Lambert in a statement. "I wanted to write a song that would represent all of those things."
The "Roots and Wings" video elements include TV commercials as well as a digital spot that will run on targeted media. The first print ad will run in the Feb. 2 edition of Country Weekly magazine, where Ms. Lambert is on the cover. On their social-media channels, both Ram and Ms. Lambert will share behind-the-scenes video footage, upcoming partnership announcements, and "Roots and Wings" creative elements.
The spot was created with Ram Trucks' advertising agency The Richards Group and G7 Entertainment Marketing. The partnership between Ram and Ms. Lambert began in November 2014 when she auctioned off a customized Ram Laramie Longhorn truck and personal memorabilia to benefit her MuttNation Foundation, which raised $66,000 to better the lives of shelter animals.