The Richards Group Celebrates Courage for Ram

By Erik Oster Comment

The Richards Group debuted a new spot for Ram geared toward women, entitled “Courage Is Already Inside.”

The spot follows the agency’s “Roots and Wings” effort with Miranda Lambert and the country singer also makes a brief appearance here. “Courage Is Already Inside” follows up on the inspirational tone of that spot, but takes it in a different direction. “Have you ever thought, ‘I could never do that’?” the voiceover asks at the beginning of the spot. The ad goes on to assure women they can “break a stereotype” and go beyond their own expectations to excel because “The courage is already inside.” Accompanying visuals show women surfing giant waves, training at ballet, riding a horse and drawing back an archery bow in displays of triumph over adversity (mixed in with some shots of women driving a Ram, of course). It all comes across as as more convincing and seemingly genuine than say, Ogilvy & Mather’s most recent “Real Beauty” effort for Dove, and a good deal less preachy. A few bad automotive puns aside, it’s nice to see Ram take this direction and hopefully The Richards Group will continue to explore it further with its next installations for the brand.