Ram is looking to reach an alternative audience for its trucks. An alternative rock audience, that is to say.
The Stellantis Division has launched a new ad campaign for its 1500 pickup truck featuring Foo Fighter frontman Dave Grohl, which salutes supportive parents and mentors who help kids become “rock stars” in their lives.
The group’s ties to the brand date back to its formation in 1995, when they toured the United States in a Dodge Ram Van, which was built before Ram became a stand-alone division. They had planned to go on a 25th Anniversary Van Tour last year, revisiting the towns from the original tour, but were forced to cancel due to the start of the coronavirus pandemic.
The collaboration departs from Ram’s typical country music ties, but Stellantis’ global marketing director Olivier François said it was a data-driven movement.
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“We have a third-party tool that measures what resonates with the audience of truck buyers, and the Foo Fighters were number one – they over-indexed even more than any of the more well-known country stars,” François told Variety.
“It was another sign that the timing was perfect and that the stars are lining up for genuine relationships. “
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Ram has had great success in closing the gap with Ford and Chevrolet in the full-size pickup segment in recent years and its trucks were the second-best sellers in the first quarter of 2021.