What are you thankful for this Thanksgiving? Family? Food? The Cubs winning the World Series?
Ram Trucks is thankful for the workers of America in this 90-second spot, titled “Praise”, that will be shown during Thanksgiving Day NFL games on CBS and Fox.
Ram describes the ad as a series of “reverent, realistic portraits of men and women employed as waitresses, janitors, foremen, and fishermen.” Not glamorous jobs, but without the “everyday heroes” that do them, the nation just would not work properly.
More to the point, it is people doing those kinds of jobs that are Ram’s target market. People use a giant toolbox or 200 pounds of flour at work, then take the kids canoeing at the weekend.
It’s a bit schmaltzy, but quite effecting with it. To the point that I feel slightly guilty that I do this for a living, not a “proper job”.
FCA’s Global marketing head, Olivier Francois, said: “‘Praise’ is the Ram brand’s tribute to hard-working Americans and the story of people who are the backbone of our country. 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 content around a defining cultural moment.”
More than 25 Ram trucks will tow the Macy’s Thanksgiving Day Parade floats, as well. In total, around 70 trucks and ProMaster vans have been provided, most of them working behind the scenes to ferry all the people and things it takes for the Parade to pass without a hitch.
Ram brand head Michael Manley said: “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.”
No doubt. With an audience of millions, it is an extremely cost-effective way to advertise.