A brand that has led with the platform: Built To Serve was looking to pivot to something fresh. It must still ring true to Ram, be a little brash, tough, and unapologetically stylish and comfortable. Too far into the adventure zone would step on the toes of Jeep, and too much into the tough guy world would overlap with the Dodge Charger. We needed a way to be tough, classy, and a little sassy. And it just so happens that Ram has a partnership with one of the most popular TV shows in the last few years— Yellowstone. I proposed Beth Dutton, aka actress Kelly Reilly, to lead the charge as the toughest ranch hand. She’s undeniably cool, not to be messed with, and fun fact: she was never allowed to drive a Ram truck in the show. Her character was exclusively in BMWs and Mercedes. These videos were crafted with existing content and a sound-alike voiceover to best deliver on our intentions.
Beth Dutton has many iconic scenes. We proposed taking an existing scene, reshooting it in a Ram, and of course editing for um, language, and timing. Both ideas come under ‘In a world of sheep… Ram.’ She is an unexpected, undeniable Ram.
Choosing Beth was strategic and timely.
Status affected due to UAW strike.