If you were watching the Kentucky Derby Telecast earlier this month then you saw the new RAM commercials. These two commercials, one 30-second and one 60-second, were focused on honoring “the courage it takes to succeed”. Keep reading for more information.
The 60-second spot, called “Courage is Already Inside”, honors strong women, like Rosie Napravnik, who have overcome many obstacles to get to where they are today. Napravnik is the two-time Kentucky Oaks-winning jockey. The 30-second spot is called “The Pack” to show how RAM has grown over the years. Both spots were created in partnership with advertising agency, The Richards Group. This is a natural time to premiere the new commercials because RAM is the “official truck” of Churchill Downs and the Kentucky Derby, as well as the exclusive automotive partner.
“True to the stand apart from the pack determination of the RAM truck brand, we wanted our Kentucky Derby advertising to once again make a difference and start a conversation,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “Women are emerging as leaders and influencers in traditional male-dominated fields, including horse racing. They also make up more than 11 percent of the truck buying market and influence an even greater number of purchases. For these reasons, instead of focusing on women and their trucks in our ad, we chose to proudly celebrate the achievements of those committed to giving everything they’ve got to all they do. ‘Courage is Already Inside’ is an inspirational salute to women who have overcome the ‘nevers’ they often hear while striving to chase their dreams.”
The dedicated staff at Jake Sweeney Chrysler Jeep® Dodge RAM encourages you to have the courage to come experience a RAM vehicle for yourself. We are in the Cincinnati area with a variety of new and pre-owned RAM vehicles. We look forward to seeing you soon!