Ram is making an appeal to waitresses, janitors, foremen, fishermen and other working-class Americans in a 90-second TV ad that will run on Thanksgiving Day. The spot, called "Praise," is by Richards Group and will air during NFL football games on CBS and Fox.
Olivier Francois, global chief marketing officer at Fiat Chrysler Automobiles, compared the ad to Ram's 2013 Super Bowl spot, "Farmer," which was also by the Richards Group. "Just as the brand paid homage to American farm families a few years back during a Super Bowl telecast, we always look for opportunities to build unique, impactful creative around a defining cultural moment that allows us to reach large audiences in a very effective way," Mr. Francois said in a statement. "'Praise' adheres to our marketing mantra of thinking boldly and making a difference in both the message and the way we deliver it."
The ad ends with the tagline "Praise the Work" and the hashtag #RamGivesThanks.
Ram is the official truck of the "Macy's Thanksgiving DayParade. For the second year, more than 25 Ram trucks will be towing all the floats. The parade is broadcast live Thursday on NBC.
This story originally appeared on Adage.com.