The Ram Truck brand launches a new marketing initiative this week featuring Grammy® Award-winner Miranda Lambert and a custom “Roots and Wings” song Lambert wrote exclusively for the campaign.
The campaign includes television, print, digital, social media and long-form video elements and is the next phase of the partnership between Lambert and Ram, which was first announced in November 2014.
“Ram has become the fastest growing truck brand by challenging the status quo, and our partnership with Miranda Lambert does just that,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “Building a new marketing campaign around the hugely successful and popular country music artist, and her original song inspired by the characteristics of our brand, is a first for Ram. It is courageous, just like Ram and Miranda. It will broaden the appeal of both of our brands beyond our core audiences as we connect with our respective fans in new, meaningful ways.”
Lambert’s story is told through live action video combined with illustrations, animation and vintage styling. Many of the landscapes are actual locations that are part of Lambert’s life and all of the featured still photos are her personal family photos.
“I am very inspired by what the Ram brand stands for – being who you are, working hard, staying true to your roots,” Lambert said. “I wanted to write a song that would represent all of those things. ‘Roots and Wings’ is personal to me about where I come from and where I am going. The guys at Ram really made the lyrics come to life with the imagery and I hope it speaks to people the way it does to me.”
The “Roots and Wings” video will include 30- and 60-second spots, which launched Jan. 22 on broadcast and cable networks. A 15-second digital spot will also run in select media. The campaign will also include print advertisements.
Lambert’s Certified Platinum Tour will include Ram Truck branding. The 60-second “Roots and Wings” video will be played just before Lambert takes the stage after intermission and in-venue creative displays will also be visible. The silver Ram 1500 Laramie Longhorn is the Official Truck of the Certified Platinum tour, and will tow Lambert’s Airstream trailer, “Wanda the Wanderer,” to each venue. The truck will also be on display, allowing fans who attend the concerts to post pictures at #RootsWingsRAM for a chance to win a Miranda Lambert and Ram prize pack.
The campaign was created in partnership with Ram Trucks’ advertising agency Dallas-based The Richards Group and Nashville-based G7 Entertainment Marketing.
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