Who said truck ads should be serious?
The truck category in the Middle East was stuck in a rut. Every ad looked the same—desert, power, load. It was predictable, and no one was standing out.
RAM needed something fresh to launch the all-new 2025 RAM trucks.
So, Instead of focusing on what trucks should do, we showed all the unexpected things you can do. We injected humor, irony, and a fresh, playful tone that made people rethink what a truck could be.
We launched a multi-platform campaign with a Hero film, Instagram Reels, Posts and Stories, OOH, Banners, and Radio.
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