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DaimlerChrysler’s re-styled Dodge Ram will be launched this fall under the division’s new tagline, “Grab life by the horns.”
The estimated $60 million campaign from PentaMark for the 2002 Ram pickup breaks in mid-September with a TV, radio, outdoor and print campaign.
TV spots that break Sept. 17 feature music by Aerosmith, who earlier this year signed on to promote Dodge. The “sub-tagline” for those ads will proclaim the Ram to be “the Mayor of Truckville,” said Jeff Bell, DaimlerChrysler vice president of marketing communications.
The “Mayor of Truckville” theme will be carried throughout Ram advertising, which also includes an eight-week, 25-city promotional event with dealers that launches Sunday, Bell said.
Notably absent from the campaign is the voice of Edward Herrmann, spokesman for the division for eight years.
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