Being first doesn’t always mean being the best. Ram makes that point in amusing fashion in a new 60-second spot for its 2025 REV 1500 electric truck, introduced this month at the New York Auto Show.
Comedian Tim Robinson stars in the :60, which has a Super Bowl vibe with its slapstick visuals and emphasis on humor. The first 40 seconds of the spot are spent poking fun at early adopters, as Robinson experiments with a sandwich stapler, a fridge compactor and a voice-controlled ottoman—to uniformly disastrous effect.
When his inflatable mansion fails epically, we’re introduced to the REV 1500—positioned as anything but a flash in the pan.
“Some like to get there first,” the voiceover explains. “We like to get it right.” The closing shot of the ottoman chasing the truck down the road in an inspired one—as the URL ramrev.com flashes on screen, encouraging viewers to reserve a REV 1500 today.
The agency Ludwig+ handled the creative.
“Sometimes the simplest insight leads to the biggest idea,” said Jeff Summers, head of advertising, RAM Trucks. “Why get there first when you can get it right?” Summers added that “it was an honor to work with the hilarious—and Detroit's own—Tim Robinson and director/comedian Neal Brennan to bring this idea to life in support of our New York Auto Show reveal.”
“We wanted to acknowledge and address the concerns of EV truck skeptics as well as signal to early adopters that there is something better and worth waiting for,” Ludwig+ partner and chief creative officer Michael Stelmaszek said. “It’s really satisfying to be able to accomplish both of these in a single execution.”
The 2025 Ram 1500 REV is the first battery-electric light-duty pickup truck from the Stellantis brand. It will come with a standard 168-kilowatt-hour battery pack with a targeted range of up to 350 miles; or an optional 229-kWh large battery pack with a range of up to 500 miles.
Ludwig+, headquartered in Detroit, has been working with Stellantis since last November when it launched the Fiat 500E. Michael Stelmaszek, partner and chief creative officer at the agency, led the Stellantis creative team at Doner prior to joining Ludwig+ in 2021. He also was the author of Jeep’s Super Bowl spot “The Middle,” which featured Bruce Springsteen. Michael Panley, managing director of the agency, helped lead the RAM relationship at The Richards Group for some time. He also had success on the Big Game for Ram with “Farmer.”