RAM - Super Bowl LVII 57 Campaign
The RAM Super Bowl LVII campaign, titled "Premature Electrification", humorously addresses concerns about electric vehicles EVs with a light-hearted take. It features the RAM 1500 REV truck and positions the brand's upcoming EV model in a relatable way by using the metaphor of "premature electrification."
The ad flips a common challenge for EVs such as concerns about performance into something funny and memorable, showing how RAM is aware of customer doubts and is addressing them head-on with their new EV truck.
Core Theme of the Campaign -
The standout feature of the campaign is the clever use of humor and relatable issues faced by EV users, like range anxiety and charging concerns. The ad’s tone makes the concept of switching to an EV feel less intimidating and more approachable.
RAM is primarily targeting truck enthusiasts, particularly those who are curious but hesitant about switching to electric vehicles. The ad appeals to middle-aged, tech-savvy drivers and loyal truck owners.
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About the
Campaign -
The campaign was aired during Super Bowl LVII, reaching a broad audience.
Humor was the central tool to address common EV concerns like charging anxiety.
The ad promotes RAM's upcoming 1500 REV electric truck, expected in 2024.
The ad’s clever play on “premature electrification” stood out in the crowded Super Bowl commercial space.
RAM focused on showing empathy toward potential EV customers.
The message balanced the fun tone with RAM's tough, reliable brand image.
The campaign aimed to alleviate doubts about electric trucks while building excitement for RAM’s 2024 launch.
The Super Bowl placement was key for massive exposure to potential buyers.
