For generations, pickup truck advertising has had a defined structure. Trucks pulling heavy loads. Trucks working. Men working. We wanted to work outside that historically oppressive zone.
Women buy nearly a quarter of a million trucks every year. From a business standpoint, it was critical that we make a brand connection with this growing and influential audience.
The paradigm needed shifting. Simply casting women in traditional gender roles, as wife and mother, or placing them in the stereotypical “man and truck” environments, was off base and, frankly, insulting.
Rather than focus on the beauty of our trucks, we aimed to highlight the strength and beauty of women who aspire to achieve great things.
Ram’s founders were expert machinists and engineers who loved to get their hands dirty and build legendary vehicles.
The brand’s story has never been about gender exclusivity. It’s about aligning the values of those who embrace the details, believe in hard work, and aspire to achieve great things.
Creatively, we didn't have to change anything we stood for. We simply had to shine a light on their accomplishments, tell their stories and inspire others to do more than they think can do.
To make an impact on truck culture and spark conversation, we needed to go big.
To launch our campaign, we chose premier media events like the Kentucky Derby, NASCAR, and the Academy of Country Music Awards. We aired our message in front of more than 20.49 million people, and we reached another 94 million in unpaid digital impressions.
Our impact was further maximized by the inspirational women featured in the ad – country music megastar Miranda Lambert, renowned hunter Eva Shockey, and jockey Rosie Napravnik. They continued our #CourageInside story with their 16.5 million followers on social media.
The Richards Group
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