Truck brand holds its status as the working man's pickup.
The Ram brand has always been keen on celebrating the regular folks. A couple of weeks ago it was reveling in working-class heroes with its commercial trucks after introducing the final phase of its Built to Serve edition pickups. Today it wants to shine a light on everyday rock stars, with help from legendary band Foo Fighters. The campaign launches with two commercials, both narrated by drummer, singer and songwriter Dave Grohl.
The campaign will kick off this weekend and coincides with the release of "From Cradle to Stage," a new unscripted series directed by Grohl and inspired by his mother Virginia Hanlon Grohl and her book. It follows another Grohl-directed documentary called "What Drives Us" that is "a love letter to every musician that has ever jumped in an old van with their friends and left it all behind for the simple reward of playing music."
"Foo Fighters' story with the Ram Truck brand started 25 years ago when they piled into a Ram van and headed out on the road in search of a dream," said Olivier Francois, Global Chief Marketing Officer, Stellantis. "Their ability to pursue those dreams were enabled by the ones who have continued to support the band throughout what has turned out to be a one-of-a-kind journey. Now, we come full circle with the Foo Fighters in a collaboration that recognizes the challenges and celebrates the triumphs of our everyday heroes, especially during this last year, and further reinforces our 'Built to Serve' commitment to Ram customers everywhere."
The Foo Fighters' actual Ram van that they toured in was featured back in 2018 in another Ram video called "What Drives Us" during its #RamBandVan initiative, which has continued to support musicians.
The "Rockstar" spot features the Foo Fighters hit "Making A Fire" and is a tribute to the mentors and leaders, who also happen to be Ram truck owners. The ad focuses on everyday people helping kids with their struggles. We're not gonna lie, it gets emotional, and dammit, Grohl is just likable in everything he does.
We'll also note here that the Ram ProMaster City would be the perfect transport for a bunch of people and their instruments. The City has an 1,890-pound payload, more than enough for a groups-worth of amps, guitars, keyboards and drums, along with 131.7 cubic feet of capacity. It can also tow 2,000 pounds, if you're bringing the rest of the orchestra with you.