Ram will be airing a video tomorrow on Thanksgiving that offers up plenty of praise for hard-working Americans, many of whom, Ram points out, are often overlooked and struggling to make ends meet.
The 90-second “Praise” video, posted below, will air Thursday during NFL football games on CBS and FOX. The ad is part of Ram’s “Praise the Work” social media campaign which will be encouraging people to share what they’re thankful for through the hashtag #RamGivesThanks.
“Appropriately airing on Thanksgiving Day when families across the country take time to reflect and give thanks, ‘Praise’ is the Ram brand’s tribute to hard-working Americans and the story of people who are the backbone of our country,” said Olivier Francois, chief marketing officer, FCA – Global. “Just as the brand paid homage to American farm families a few years back during a Super Bowl telecast, we always look for opportunities to build unique, impactful creative around a defining cultural moment that allows us to reach large audiences in a very effective way. ‘Praise’ adheres to our marketing mantra of thinking boldly and making a difference in both the message and the way we deliver it.”
Ram country music partners, including Easton Corbin and Maddie and Tae, will share what they are thankful for with their respective fans through videos and social postings. Both of these artists are also performers in this year’s Macy’s Thanksgiving Day Parade. Additional information and content on #RamGivesThanks, including artist videos, will be updated throughout the remainder of the year on the RamLife link on the RamTrucks.com website.
Ram is the “Official Truck of the Macy’s Thanksgiving Day Parade” and, for the second year, more than 25 Ram trucks will be towing all the floats. The parade is broadcast live Thursday, Nov. 24, on NBC, beginning at 9 a.m. in all time zones. Nearly 55 million viewers watched the Thanksgiving Day football telecasts in 2015, according to Nielsen ratings.
“Ram takes great pride in aligning our brand with iconic American events like the Macy’s Thanksgiving Day Parade,” said Michael Manley, head of Ram Brand and Jeep Brand, FCA – Global. “Being the official truck of the Parade provides an excellent opportunity to showcase the towing capability, style and innovation of our 2017 Ram 1500 and 2500 trucks.”
In total, Ram provided the Macy’s Parade with approximately 70 trucks and Ram ProMaster commercial vans, many of which are used for behind-the-scenes functions leading up to the parade start. Ram will not only help transport the floats down the Parade route, but will also assist in moving other Parade materials from tool containers to costumes and much more.
“Praise” was created in partnership with Dallas-based The Richards Group.