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Be Your Own Boss With Ram Truck

October 3, 2016


“Work Calls. You Answer. Ram. America’s Longest-lasting Pickups.”

Many people dream of growing up and becoming their own boss. In a new Spanish language ad campaign, Ram Truck recognizes hard workers who do just that.

Ram teamed up with independent Venezuelan rock band La Vida Bohème for the campaign soundtrack with their song “La Bestia” (The Beast). The two-time Latin Grammy Award winners, from Nacional Records, were also named Latino Breakthrough Artist of the Year by iTunes.

The spots focus on many of the class-leading and class-exclusive innovations of the Ram 1500 Limited, while emphasizing values such as hard work and determination shared by the brand and Latin cultures. The ads also promote the Ram brand’s ‘America’s Longest-lasting Pickups’ title.

  • Ram Trucks | "Boss": For Ram owners, the job is never done. Ram is America's longest-lasting pickup on the road and offers the relentlessness to keep driving forward.

  • Ram Trucks | "Strength & Capability": Focuses on specific Ram 1500 product features, including the truck’s 5.7-liter HEMI® V-8 engine, four-corner air suspension and 10,640-pound towing capacity.

  • Ram Trucks | "Power & Efficiency": Highlights the power and efficiency of the Ram 1500 Limited, specifically the truck’s towing capacity, 5.7-liter HEMI V-8 engine and best-in-class 29 highway MPG.

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    The campaign focuses on many of the class-leading and class-exclusive innovations of the Ram 1500 Limited, while emphasizing values such as hard work and determination.

“In key truck markets like Houston, Los Angeles and New York City, the multicultural population is in fact the majority population1,” said Juan Torres, Head of Multicultural Advertising, FCA US LLC.

Since its launch as a stand-alone division in 2009, the Ram Truck brand has steadily emerged as an industry leader with America’s longest-lasting line of pickups.

Ram continues to beat the competition in the most sought-after titles:

  • Best-in-class fuel economy and longest range with exclusive EcoDiesel – 29 mpg and 754 miles with Ram 1500
  • Best-in-class towing capability – 31,210 pounds with Ram 3500
  • Best-in-class payload – 7,390 pounds with Ram 3500
  • Best-in-class torque – 900 lb.-ft. with Ram 3500 Cummins Turbo Diesel

1 United States Census 2010