The Richards Group Partners with Miranda Lambert for Ram

By Erik Oster 

The Richards Group partnered with Miranda Lambert in its latest effort for Ram Trucks, entitled “Roots and Wings.”

Lambert wrote the song of that title especially for the campaign. “I am very inspired by what the Ram brand stands for – being who you are, working hard, staying true to your roots,” she explained in a statement. “I wanted to write a song that would represent all of those things. ‘Roots and Wings’ is personal to me about where I come from and where I am going.”


The song takes center stage in the ad of the same name, which combines live footage of Lambert singing and playing a Gibson Hummingbird, animation, landscapes which “are actual locations that are part of Lambert’s life” and family photos. It will run in 30 and 60-second broadcast versions starting today, as well as a 15-second digital version and will be supported by social media and print elements — including a print ad in the February 2nd release of Country Weekly magazine, which will feature Lambert on the cover. The campaign is also timed to coincide with the singer’s “Certified Platinum Tour,” which will feature corr-promotional material at several venues.