The Ram Truck brand and Warner Bros. launched a new co-branded Ram 1500 as part of a partnership promoting Warner Bros. Pictures' and Legendary Pictures' "Man of Steel."
Chrysler provided a number of vintage trucks and other vehicles to Warner Bros. to be used in key scenes throughout the movie according to a joint press release.
"We are excited to partner with Warner Bros. on 'Man of Steel,'" said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC in the company press release. "With film alignment we have a fresh consumer engagement opportunity, connecting the heroic character traits of Superman with Ram's DNA. Our custom creative and marketing program is squarely aimed at building advocacy among passionate fans outside traditional marketing channels."
The 30-second spot intertwines scenes from the new movie and footage of the Ram truck as the voiceover tells viewers that "Everyone has the ability to do something amazing ... Some just do it on a more regular basis."
The main message of the TV spot is "how the work that Ram owners do make them superheroes in their own right" according to the press release, which also is reinforced in print ads that will promote the "Man of Steel" movie through July 4.
The company teamed up with DC Entertainment comic artist Shane Davis to create a custom illustration for the ad, which premiered this week in the weekend edition of USA Today.
"Ram celebrates those who dare to be great and never back down from a challenge," said Reid Bigland, President and CEO, Ram Truck Brand, according to the press release. "This is the essence of Superman and also embodies our Ram truck buyers, who believe in hard work, integrity and standing up for what is right."
The Ram interior and exterior design team created a special edition "Man of Steel" Power Wagon truck with design cues, colors and branding inspired by the movie.
Click here to see a 13-minute long trailer of the new movie which includes interviews with the stars of the film.
The truck will be officially unveiled on June 10 in New York City at the world premiere of the movie according to Chrysler.
It will then be on display at special events throughout the summer and fall before being auctioned off for charity.
The truck features a high-gloss black roof with Red grille accents, created from a durable 14-coat paint process according to Ram. It features aluminum satin black 17-inch off-road wheels, Superman logos on the front grille and rear tailgate and a custom, one-off vehicle wrap inspired by the crest of Superman's suit.
Interior features include: custom mesh seat inserts inspired by Superman's own suit with integrated Superman logos on the seats and console, leather seats, and Red paint trim accents on the doors, steering column, radio cluster and seats according to RAM.
A "Man of Steel" logo badging can be found on the glove box and a "Man of Steel" screen backdrop and start-up screen on the radio cluster.
The nationwide television ad debuted on June 4 and will run in network and cable entertainment, news and sports programming throughout the month. The spot and print ads were created by the Dallas-based The Richards Group agency according to RAM.
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