RAM TRUCK HONORS HARD WORK THIS THANKSGIVING DAY WITH SPECIAL VIDEO TRIBUTE TO AMERICA'S EVERYDAY HEROES
November 28, 2016 by Ram
◾Ninety-second 'Praise' spot runs during traditional Thanksgiving Day NFL football games on CBS and FOX
◾'Praise' follows Ram brand and FCA US tradition of airing thought-provoking, relevant videos in high profile media events
◾Ram social channels encourage fans to share what they are thankful for this holiday season using hashtag #RamGivesThanks
◾As Official Truck of Macy's Thanksgiving Day Parade®, more than 25 Ram trucks will tow all parade floats for second consecutive year
◾Macy's Thanksgiving Day Parade is broadcast live November 24 on NBC, beginning at 9 a.m. in all time zones
November 23, 2016 , Auburn Hills, Mich. - The Ram Truck brand joins millions of Americans coming together this Thanksgiving as the brand salutes families and hard workers in a new 90-second video tribute airing Thursday, Nov. 24, during traditional holiday NFL football games on CBS and FOX.
From the single working mother of three to the grandfather who spent a lifetime in the mill, 'Praise' honors all who labor to make their families and this nation strong. Throughout the 90-second video, a vast array of jobs and individuals are shown – reverent, realistic portraits of men and women employed as waitresses, janitors, foremen and fishermen. From factories to schools and from diners to construction sites, the workplaces of true everyday heroes are shown – along with their homes and the precious moments they have to spend with their families before and after each workday. The spot ends with the tagline 'Praise the Work' and hashtag #RamGivesThanks.
'Appropriately airing on Thanksgiving Day when families across the country take time to reflect and give thanks, 'Praise' is the Ram brand's tribute to hard-working Americans and the story of people who are the backbone of our country,' said Olivier Francois, Chief Marketing Officer, FCA – Global. 'Just as the brand paid homage to American farm families a few years back during a Super Bowl telecast, we always look for opportunities to build unique, impactful creative around a defining cultural moment that allows us to reach large audiences in a very effective way. 'Praise' adheres to our marketing mantra of thinking boldly and making a difference in both the message and the way we deliver it.'
Nearly 55 million viewers watched the Thanksgiving Day football telecasts in 2015, according to Nielsen ratings.
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Throughout this year's holiday season, Ram will promote the 'Praise' message on its social channels and encourage its fans to share what they are thankful for using the hashtag #RamGivesThanks. In addition, Ram country music partners, including Easton Corbin and Maddie and Tae, will share what they are thankful for with their respective fans through videos and social postings. Both of these artists are also performers in this year's Macy's Thanksgiving Day Parade. Additional information and content on #RamGivesThanks, including artist videos, will be updated throughout the remainder of the year on the RamLife link on the RamTrucks.com website. Ram is the 'Official Truck of the Macy's Thanksgiving Day Parade' and, for the second year, more than 25 Ram trucks will be towing all the floats. The parade is broadcast live Thursday, Nov. 24, on NBC, beginning at 9 a.m. in all time zones. 'Ram takes great pride in aligning our brand with iconic American events like the Macy's Thanksgiving Day Parade,' said Michael Manley, Head of Ram Brand and Jeep Brand, FCA - Global. 'Being the official truck of the Parade provides an excellent opportunity to showcase the towing capability, style and innovation of our 2017 Ram 1500 and 2500 trucks.' In total, Ram provided the Macy's Parade with approximately 70 trucks and Ram ProMaster commercial vans, many of which are used for behind-the-scenes functions leading up to the parade start. Ram will not only help transport the larger-than-life floats down the Parade route, but will also assist in moving other Parade materials needed to produce the annual spectacle, from tool containers to costumes and much more, in the lead up to the start of the procession on Thanksgiving Day. 'Praise' was created in partnership with Dallas-based The Richards Group. About Ram Truck Brand 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. Creating a distinct identity for Ram trucks has allowed the brand to concentrate on core customers and the features they find valuable. Whether focusing on a family that uses a Ram 1500 day-in and day-out, a hard-working Ram 3500 Heavy Duty owner or a business that depends on its Ram ProMaster commercial van every day for deliveries, Ram has the truck market covered. In order to be the best, it takes a commitment to innovation, capability, efficiency and durability. Ram Truck invests substantially in its products, infusing them with great looks, refined interiors, durable engines and exclusive features that further enhance their capabilities. Ram continues to beat the competition in the most sought-after titles: ◾Longest-lasting line of pickups ◾Best-in-class ride and handling with exclusive link coil rear and auto-level air suspensions ◾Best-in-class fuel economy and longest range with exclusive EcoDiesel – 29 mpg and 754 miles with Ram 1500 ◾Best-in-class gas towing -- 16,320 pounds with Ram 2500 ◾Highest snow plow rating -- Ram 2500 and 3500 ◾Most interior space with Ram Mega Cab ◾Most capable fullsize off-road pickup -- Ram Power Wagon Truck customers, from half-ton to commercial, have a demanding range of needs and require their vehicles to provide high levels of capability. Ram trucks are designed to deliver a total package.
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