Ram’s 60-second Super Bowl ad, called “Premature Electrification,” uses sexual innuendos and a style that mocks pharmaceutical advertising in a move to plug its forthcoming electric Ram 1500 REV pickup truck.
The spot draws parallels between not being able to perform in the bedroom (mostly performing too soon) and anxieties truck buyers might have about buying an electric pickup. Comedic actor Jason Jones (formerly of “The Daily Show”) stars as the on-screen narrator, listing “symptoms” of the “PE” affliction as several men open up about their issues, alongside their female partners.
“Fearing you might not be able to last as long as you’d like,” for instance, serves as a reference to so-called range anxiety—the fear that an electric vehicle will lose its charge before it gets you where you want to go. In another scene, a disappointed woman looks on at her man as Jones lists another symptom—“being unsure if you have enough power to handle your payload.”
The ad ends by directing viewers to a website, RamREV.com, to learn more about the new electric pickup, which Jones states “has options being designed to extend range in satisfying ways.” Ram is using the ad to launch a paid membership program called “Rev Insider.” In exchange for $100, members get to reserve a place in line to pre-order the vehicle, as well as get “exclusive access to events, news, and information about the Ram 1500 REV.”
Due to its adult bedroom humor, the brand opted to run it in the fourth quarter when many kids are (theoretically) no longer awake and watching the game.
The lighthearted approach marks a departure for the automaker, and its Global Chief Marketing Officer Olivier Francois, who is known to use the Super Bowl to make sweeping commentaries on social issues. There have been exceptions—Bill Murray reprised his “Groundhog Day” role for a funny Jeep ad in 2020, for instance.