Challenge

The truck category had become a shouting match. Every brand was louder, tougher, and more macho than the next. And for the launch of the largest Ram Truck ever created, the brand wanted to modernize its message — to show that real strength isn’t about volume or vanity, but purpose. They tasked us with using a new strategic voice without losing their fanbase.

Insight

Truck owners see their vehicles as extensions of their values. They don’t buy trucks to flex — they buy them to build, haul, help, and do. And they’re much less precious about them than the brand previously believed.

Idea

To launch the most capable truck in the Ram lineup, we focused on just one of the Power Wagon's colossal features, the 12,000lb winch, and decided to do something never-been-done-before in this category—be funny. With that, the DIY-duo, the Winch It! Brothers were born.

The comedic pair showed all of the real—and ridiculous—ways fans could use the Power Wagon in their own lives. And in true informercial style, we added a working 1-800 number to the end of every video where callers were greeted with one of the longest phone trees ever created, including a few Easter Eggs, and the chance to win limited edition swag, and even a car!

Impact

Launched on social, the ads were an instant hit, surpassing Fiat Chrysler Automotive’s typical engagement benchmarks by triple digits. The hundreds of comments commending the new tone gave the brand the validation to push their tone of voice and show that while trucks are serious business, their commercials don’t always have to be.