God Bless the Working Class
The Complexity
The truck category had a well-worn playbook and every brand was running it the same way, talking to the same guy, in the same voice.
The Idea
Ram had history behind it and a chance to do something the category hadn’t fully explored. The working class wasn’t just a demographic, it was the people rebuilding infrastructure, driving the energy transition, connecting communities, and keeping small businesses alive. Ram could stand for all of that.
We moved the brand beyond its own legacy. “Built to Serve America” wasn’t a line about trucks. It was a declaration about who Ram existed for. We extended that into Ram Commercial, where the ProMaster van became a symbol of the small business owner and entrepreneur doing the work that sustains communities, from delivering fresh meals to enabling solar projects.
The repositioning gave Ram a lane no competitor had claimed. A brand grounded in service rather than self-promotion.
The Outcome
ProMaster sales increased 66% year-over-year in the U.S.
- Brand Strategy
- Creative Direction
- Art Direction
- Campaign Ideation
- Video Production
We gave working people a brand that worked for them.
- X-15 Central Command
- Mophonics
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- PS260