As Dove Debates Beauty, Ram Celebrates Women for Being Strong to the Core

Gritty and visually stunning :60 captures courage in many forms

"Have you ever thought, 'I could never do that?'"

That's the question posed by a new minute-long Ram Trucks spot from The Richards Group, which shows women meeting challenges like mountain climbing, surfing big waves and performing on stage.

The ad, called "Courage Is Already Inside," answers its question by assuring viewers they have plenty left in the tank to "break a stereotype—and throw it into a whole 'nother gear."

This empowering message is fueled by compelling, gritty visuals from director Jaci Judelson. Thematically, the commercial jibes with Ram's recent inspirational "Roots and Wings" effort featuring country singer Miranda Lambert, who also briefly appears here.

The presence of strong women going full-throttle to achieve their goals feels especially enlightened for a truck ad. In fact, "Courage Is Already Inside" feels more real, and perhaps even has more to say about women's self-worth, than Dove's latest "social experiment," which, while surely well intentioned, has gaps in logic that are large enough to drive a Ram truck through.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.