New Ram Truck Spot to Air 190 Times Tonight

Diaz Unveils Work at Meeting Today, Sets Goal of 415,000 Unit Sales in 2015

By Jean Halliday
Published: November 04, 2009

DETROIT (AdAge.com) -- Chrysler Group is breaking a spot for its new Ram truck brand with an unusual saturation buy that will see the commercial run 190 times this evening alone in prime time across the major TV networks, particularly the World Series on Fox. The spot, titled "Manifesto," is the first from Richards Group, Dallas, and the voice-over sounds suspiciously like agency founder Stan Richards.



Fred Diaz, president-CEO of the automaker's newly formed Dodge Ram brand, unveiled the plan to attendees at a Chrysler meeting today, where it outlined its five-year plan. The ad's theme is "I am Ram," and it uses a montage of still photos as the narrator says things such as "I am fueled by optimism and a can-do spirit," and "I will not yield. I will not coast to a stop. My name is Ram. My tank is full."

Mr. Diaz said Ram will expand into commercial trucks, which will help the new brand boost unit sales to 415,000 by 2015, from some 280,000 next year.

Richards won the fourth-quarter work in a pitch against incumbent BBDO Detroit and others. The shop referred calls for comment on the commercial to the marketer.

Mr. Diaz said Ram will use more targeted communications in the future to reach multicultural buyers as well as small business owners and outdoor enthusiasts such as fisherman and working farmers.
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Contributing: Rupal Parekh