New Ram Truck Spot to Air 190 Times Tonight
Diaz Unveils Work at Meeting Today, Sets Goal of 415,000 Unit Sales in 2015
DETROIT (AdAge.com) -- Chrysler Group is breaking a spot for its new Ram truck brand with an unusual saturation buy that will see the commercial run 190 times this evening alone in prime time across the major TV networks, particularly the World Series on Fox. The spot, titled "Manifesto," is the first from Richards Group, Dallas, and the voice-over sounds suspiciously like agency founder Stan Richards.
Fred Diaz, president-CEO of the automaker's newly formed Dodge Ram brand, unveiled the plan to attendees at a Chrysler meeting today, where it outlined its five-year plan. The ad's theme is "I am Ram," and it uses a montage of still photos as the narrator says things such as "I am fueled by optimism and a can-do spirit," and "I will not yield. I will not coast to a stop. My name is Ram. My tank is full."
Mr. Diaz said Ram will expand into commercial trucks, which will help the new brand boost unit sales to 415,000 by 2015, from some 280,000 next year.
Richards won the fourth-quarter work in a pitch against incumbent BBDO Detroit and others. The shop referred calls for comment on the commercial to the marketer.
Mr. Diaz said Ram will use more targeted communications in the future to reach multicultural buyers as well as small business owners and outdoor enthusiasts such as fisherman and working farmers.
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Contributing: Rupal Parekh
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people at Chiat who wrote Apple's 'Think Different' campaign, it might have been good. Instead, it is trite and weak. And the announcer sounds like an old man. How this relaunches a truck brand is beyond me. And what does "My Tank is Full" mean?
Mike McDonald
Co-founder, McDonald & Little, Atlanta
Forget the bad writing and the cheesy message from the 70's. What is this ? A low budget "still picture manifesto type thing" meant for intern purposes to pump up depressed Chrysler employees that got mixed up with a TV ad ? Why put this on air 190 times ? So people get sick of seeing it ? So many questions... Ah wait I know what this is. It's like a recording session for a bad Rush album where everyone involved forgot to raise their hands and admit to the band: This sucks, please do something else.
Come on. You sure can do better than this. And to think they flushed BBDO. Good luck guys.
FFcommunicator
PS They should be using radio. No DVR's, no mute button and you can't close your ears - or leave the car during a commercial break.
My tank is FULL?
Not once you turn the key on that pig.
Fueled by optimism?
If you are, you're on the side of the road waiting for a wrecker. Read the news - there is no optimism to power you.
The truck works harder than its owners?
Tell that to the guy with the dirty hands you show in the spot - the guy busting his butt and working two jobs to feed his kids and make the truck payments every month.
Oh, yeah - you just did tell him.
And he flipped you off and bought a Chevy.
http://tinyurl.com/ygc96jl
Where's Gandhi?, damn it.