The Richards Group and Ram Trucks ‘Praise’ the Work

By Erik Oster 

The Richards Group launched a new spot for Fiat Chrysler’s Ram Trucks line entitled “Praise,” and it’s all about the work. Has someone been talking to BBDO??

The spot celebrates blue-collar American workers of all stripes, as well as the work itself. Farmers, single working moms, fisherman, factory workers and construction workers all get praised, as do “the time card, the green card” and “the union card.” The copy hinges around a repetitive motif involving lines all beginning with the word “praise,” handled delicately enough that it doesn’t end up just feeling like a long list.

“Appropriately airing on Thanksgiving Day when families across the country take time to reflect and give thanks, ‘Praise’ is the Ram brand’s tribute to hard-working Americans and the story of people who are the backbone of our country,” FCA global CMO Olivier Francois said in a statement

“Just as the brand paid homage to American farm families a few years back during a Super Bowl telecast,” he added, referring to the “Farmer” spot, “we always look for opportunities to build unique, impactful creative around a defining cultural moment that allows us to reach large audiences in a very effective way. ‘Praise’ adheres to our marketing mantra of thinking boldly and making a difference in both the message and the way we deliver it.”


The spot will run tomorrow during coverage of NFL Thanksgiving Day games on CBS and Fox and be supported throughout the holiday season with a social media push around the “#RamGivesThanks” hashtag. Ram will also be the “Official Truck of the Macy’s Thanksgiving Day Parade” and Ram trucks will towing all the parade’s floats for the second consecutive year.