Desert Dreamscape Is a Dissonant Backdrop for Showcasing the Power of Ram Trucks

The Richards Group kicks off "The Power Has Shifted" campaign for 2021 Ram 1500 TRX

Truck ads have long relied on revving engines, peeling tires spattering mud and other generally loud devices to showcase pure horsepower, often accompanied by a rock soundtrack.

Ram grabs your attention in a different way in its new ad showcasing the distinctive power of its 2021 Ram 1500 TRX truck, going with a tactic of surprising, and effective, restraint.

The cinematic “Sandman” spot from Dallas-based agency The Richards Group relies on capturing the mood of a desolate desert landscape, setting the scene with shots of a serpent slithering through sifting sands and lumbering lizards grazing through the vast barren expanse.

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