Watch Ram’s racy Super Bowl ad about ‘premature electrification’

Why Stellantis is taking a lighthearted approach to plug its EVs in the Big Game

Published On
Feb 13, 2023

Editor's Pick

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,, 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.



Feb 13, 2023
Client :
Ram Trucks
Client :
Agency :
Chief Global Marketing Officer :
Olivier Francois
Senior Vice President of Marketing :
Marissa Hunter
Head of Brand Advertising :
Jeff Summers
Brand Advertising Manager :
Lindsey Hart
Co-Founder/CCO :
Chad Broude
Co-Founder/CCO :
Mark Gross
Nathan Monteith
ACD / Art Director :
James Lee
ACD / Copywriter :
Ben Doessel
Partner Lead Account Director :
Kaley Lambeth
Account Director :
Kevin Passolt
Head of Production Executive Producer :
Jen Passaniti
Senior Producer :
Lindsay Vetter
Associate Producer :
Abby Merhar
Director of Business Affairs :
Kelley Beaman
Business Affairs Manager :
Annie Paganini
Production Company :
Director :
Ric Cantor
Executive Producer :
Jeffrey Miller
Executive Producer :
George Meeker
Producer :
Scott Ludden
DP :
Eric Treml
1st AD :
Ed Walsh
Art Director :
Duncan Reed
Editorial :
Executive Producer :
Becca Sita
Editor :
Matt Jameson
Assistant Editor :
Priscilla Perez
Assistant Editor :
David Soto
Colorist :
Jeff Altman
Flame Artist :
Peter Amante
Music :
Audio :
Another Country
Sound Design/Mix :
Peter Erazmus
Audio Assistant :
Lucas Hansa
Executive Producer Audio :
Louise Rider
Producer Audio :
Josh Hunnicutt
Managing Director Audio :
Tim Konn
Celebrity Talent Procurement :
Creative License
Music Supervision :
Creative License

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