For thousands of Americans, the pickup truck remains the ideal vehicle, able to fulfill a variety of roles such as family chariot, powerful hauler, and off-road adventurer. Sitting pretty above many other road users in their crossovers and sedans also feels rather good.

But for the commercial industry, trucks are less of a status symbol and more of a necessity. The same goes for cargo vans and chassis cab models, where the only purpose is to get tough jobs done as efficiently as possible for millions of tradespeople and businesses. Ram is celebrating these individuals with an uplifting new campaign called 'Giants', a sentiment that applies equally to its range of tough commercial trucks.

Rolling out across social media, broadcast, and digital channels, Ram has created two 30-second spots that are focused on the brand's work trucks and vans such as the Ram ProMaster Cargo Van. The campaign coincides with spring commercial truck season, although its timing is interesting as it overlaps with Earth Week; massive trucks with big V8s tend not to feature in these environmentally-conscious celebrations.

"Our new Ram 'Giants' campaign reinforces the full lineup of Ram Commercial vehicles, purpose-built to support and improve the productivity of businesses everywhere," said Marissa Hunter. She is the Vice President of Marketing, North America, Stellantis. "Delivering this compelling message of strength, resilience, and courage is our way of paying tribute to the hardworking and heroic American workforce."

The Ram Truck brand consists of some of the most capable vehicles in the country. Included here is the Ram 3500 which can tow up to 37,100 pounds, more than the Ford F-450's maximum. These trucks use the mighty Cummins turbo diesel engine which has 1,075 lb-ft of torque.

Late last year, the Ram Heavy Duty range - including the 2500 and 3500 - was updated to make it even more capable. Changes were made to the vehicle's rear-axle cross member and the frame rails to make its extraordinary towing capacity possible. Along with one of the best truck interiors ever designed, Ram's trucks are not only capable but pleasant to live with too.