If you watched the Kentucky Derby on May 2, then you probably noticed the new Ram advertising campaign celebrating strong women and rugged pickups. Ram was the “Official Truck Brand” of the Churchill Downs and Kentucky Derby for the 6th year in a row.
According to Chrysler, the Ram Kentucky Derby Ads featured two spots, “Courage is Already Inside” and “The Pack.” The first one is aimed at showcasing strong women who work hard to overcome obstacles and achieve their goals, women like two-time Kentucky Oaks-winning jockey Rosie Napravnik.
“True to the stand apart from the pack determination of the Ram truck brand, we wanted our Kentucky Derby advertising to once again make a difference and start a conversation,” said Olivier Francois, Chief Marketing Officer for FCA Global. “Women are emerging as leaders and influencers in traditional male-dominated fields, including horse racing. They also make up more than 11% of the truck buying market and influence an even greater number of purchases.”
“The Pack” television spot highlights the brand’s growth over the past few years, encouraging drivers to stray from the herd and stand apart. Ram owners can appreciate integrity when they see it, which is why the automaker chose these two ads to air during one of the world’s most popular sporting events.