Ever think back to a Super Bowl ad you loved only to blank on the brand that made the ad? That’s the message Ram is pushing out in a pre-Super Bowl video, “Can’t Remember,” released today.
The video, which features two cowboys reminiscing on past Super Bowl ads, is part of a trio of videos released by Fiat Chrysler Automobiles in advance of the game on Feb. 3. Oliver Francois, FCA’s chief marketing officer, didn’t say whether the videos would run during the game or whether they were intended to be teasers to something bigger. (An FCA spokesperson, when reached by Adweek, also declined to confirm, saying there was nothing more for the brand to share.)
“We have something new up our sleeve leading up to the Big Game this year,” Francois said in a statement. “We launched these three videos today to give our fans a taste of what’s to come. As for what’s next, everyone will just have to wait and see.”
FCA hasn’t in the past released creative material before the Super Bowl itself, and the dialogue in the Ram video provides some additional clues as to FCA’s strategy. In the spot, created in partnership with The Richards Group, two men loading up a horse trailer talk about memorable Super Bowl commercials from years past.
“I like the commercials,” one cowboy tells the other. “There are a bunch online already.”
“Yeah, Kind of ruins it for me,” the other responds.
Later, one seems to deliver a succinct criticism of most Super Bowl ads altogether.
“They go crazy and spend all this money on a commercial for the game, can’t even remember who it’s for—when they could just show you what they’re selling,” one cowboy says—as he steps into a Ram truck.
That ad isn’t the only video FCA released. Dodge teamed up with agencies Doner and Racing Cowboys for a 45-second video that features Dodge trucks cruising to Atlanta—where the Super Bowl will be held—featuring a rendition of the Charlie Daniels Band song “Devil Went Down To Georgia.”
The spot for Jeep, also released today, features a Gladiator Jeep Truck prevailing over a car crusher at a junkyard. That creative was created in partnership with DDB.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.
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