Where to find courage? Inside, of course! A new kind of ad from Ram Trucks
Scotty Reiss
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Ram Trucks celebrates women who find–and use–courage to break down barriers and achieve their potential.
In a 60-second spot that will air during the Kentucky Derby on Saturday, May 2nd, the truck maker makes a departure from its usual rough-and-tumble guy-foucsed ads. Ram Truck’s “The Courage is Already Inside” celebrates women who break stereotypes and find courage to follow their passion to achieve their goals.
Ram Trucks recognizes jockey Rosie Napravnik in its Kentucky Derby “Courage” commercial
The spot is filled with vignettes of real women who have broken down barriers, including two-time Kentucky Oaks-winning jockey Rosie Napravnik and country singer Miranda Lambert, and it gives a nod to the ever-empowering Katniss Everdeen who single-handedly returned archery to chic mystique.
“Women are emerging as leaders and influencers in traditional male-dominated fields, including horse racing. They also make up more than 11 percent of the truck buying market and influence an even greater number of purchases,” said Olivier Francois, Chief Marketing Officer, FCA – Global.
It’s nice to see that Ram Trucks recognizes what we knew all along.
Archery and courage, inspired by Katniss Everdeen
Miranda Lambert, the Academy of Country Music Awards most-awarded female vocalist
A final message in the Ram Trucks Kentucky Derby commercial