Ram and Warner Bros. have joined in a partnership to promote the Ram pickup and the new Superman movie ?Man of Steel,? which opens nationwide on June 14. As part of the deal, Chrysler provided classic trucks and other vehicles that were integrated into key scenes in the movie.
?We are excited to partner with Warner Bros. on ?Man of Steel,?? said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. ?With film alignment we have a fresh consumer engagement opportunity, connecting the heroic character traits of Superman with Ram?s DNA. Our custom creative and marketing program is squarely aimed at building advocacy among passionate fans outside traditional marketing channels.?
Ram?s advertising agency, Dallas-based Richards Group, worked with both partners to create a 30-second co-branded spot for the Ram 1500 and superhero. The 30-second, entitled ?Action,? intersperses scenes from the movie and footage of the Ram Truck as an announcer says, ?Everyone has the ability to do something amazing ? Some just do it on a more regular basis.? The spot can be viewed on the Ram Truck brand YouTube channel.
There will also be print ads featuring a special illustration by DC
Comic Artist Shane Davis, the illustrator of the graphic novel Superman: Earth One and numerous DC comic book titles. The key message of the campaign is that the work Ram owners do makes them superheroes in their own right.
The print ad will first run this Friday, June 7, in the weekend edition of USA Today. The campaign runs through July 4.
?Ram celebrates those who dare to be great and never back down from a challenge,? said Reid Bigland, President and CEO ? Ram Truck Brand. ?This is the essence of Superman and also embodies our Ram truck buyers, who believe in hard work, integrity and standing up for what is right.?
Ram designers have created their own ?Truck of Steel,? a special edition, one-off ?Man of Steel? Power Wagon
truck with special Superman-inspired design cues, colors and branding.
The truck will be presented to the public on Monday, June 10 at the world
premiere of the film in
Metropolis New York City. It will
then go on tour, to be displayed at special events throughout the summer
and fall, including the National Finals Rodeo and State Fair of Texas,
before being auctioned off for charity at a later date.
The Dark Ceramic Gray truck features a high-gloss black roof with Anodized Red grille accents, created from a durable 14-coat paint process. It has forged-aluminum, satin-black 17-inch off-road wheels, Superman logos on the front grille and rear tailgate and a custom, one-off vehicle wrap inspired by the crest and texture of Superman?s suit. The wrap highlights a tone-on-tone interpretation of the famous Superman S-shield, and helps unify themes found on the interior and exterior of the truck.
Interior features include custom mesh seat inserts reminiscent of Superman?s own suit with integrated Superman logos on the seats and console; Pewter leather seats; and Anodized Red paint trim accents on the doors, steering column, radio cluster and seats. There also is ?Man of Steel? logo badging on the glove box and a ?Man of Steel? screen backdrop and start up screen on the radio cluster.