Ram’s 2023 Super Bowl ad debuts the production version of the Ram 1500 REV electric pickup that is predicted to go on sale late-next yr.
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DETROIT – Stellantis will air a 60-second Super Bowl ad for its Ram brand to not directly take shots at the present all-electric vehicle market, specifically pickup trucks.
The business, called “Premature Electrification,” or “PE,” spoofs ads for male sex-enhancement drugs. It features electric vehicle owners discussing problems they’ve had with their trucks – from insufficient range and power to problems charging and other potential issues related to EVs.
“Are you enthusiastic about buying an electrical vehicle but worry that it could leave you … unsatisfied?” says the ad’s star and narrator Jason Jones, a comedian best known for his work on “The Every day Show with Jon Stewart” and for appearing in comedic Budweiser and Molson ads. “Then you might be one among many Americans concerned about premature electrification.”
The ad debuts the production version of the Ram 1500 REV electric pickup that is predicted to go on sale next yr. Online reservations for the electrical pickup, which debuted as an idea in January, also open Sunday. The vehicle resembles the concept but additionally the present Ram pickup, which has a conventional internal combustion engine.
Stellantis Chief Marketing Officer Olivier Francois, who has turn into known for unique and well-received Super Bowl commercials, said the foremost message is Ram’s electric pickup might not be the primary to the market, but it’ll be value waiting for in comparison with the present offerings.
“We’ve got an incredible truck that is electric that may really deliver on what truck people need a truck to do, so ‘wait, wait and see’ is the meaning of the ad,” he told CNBC. “That is our pitch.”
When the electrical Ram arrives to market, it’s expected to affix an increasingly crowded yet relatively unproven segment that features the GMC Hummer EV, Rivian R1T, Ford F-150 Lightning and Lordstown Endurance. Others resembling the Chevrolet Silverado EV, GMC Sierra Denali and Tesla Cybertruck are expected to be on sale by next yr or sooner.
“We’re on an exciting electrification journey that may see Ram push past the competition in areas customers care about essentially the most:Â range, payload, towing and charge time,” Ram Trucks CEO Mike Koval said in a release.
Jason Jones, a Canadian-American comedian best known for his work on “The Every day Show with Jon Stewart,” stars and narrates Ram’s “Premature Electrification” Super Bowl 2023 ad.
Ram
The ad is exclusive in comparison with many of the company’s Super Bowl spots under Francois, who has aired many thought-proving commercials and convinced celebrities not known for being in ads resembling Bruce Springsteen, Bill Murray and Eminem to rep the automaker and its vehicles or brands.
The demeanor of the business is comparable to a 2015 Super Bowl ad aired under Francois by Fiat Chrysler – a predecessor of Stellantis – that followed the trail of somewhat blue pill that an amorous Italian man unintentionally loses as he attempts to swallow it.
“It’s lighthearted,” Francois said. “I believe it’s just a necessity. We have been through quite a bit – from Covid to the war in Ukraine to inflation and recession. People want comedic relief.”
Francois said the business just isn’t meant to make light of anyone who takes male enhancement drugs. He said the “spoof” ad is geared toward the commercials for the prescribed drugs and the present electric vehicle market.
Very like an actual pharmaceutical business, viewers should concentrate to the high quality print. Along with confirming symptoms of premature electrification aren’t real but “definitely value talking about,” it says “range-lengthening technology” mentioned within the ad for the vehicle will “come later.”
Jeep and the ‘Electric Boogie’
The Ram ad is scheduled to air within the fourth quarter of the sport between the Philadelphia Eagles and Kansas City Chiefs. Before then, the automaker also will air a 60-second ad for its Jeep brand throughout the second quarter, focusing on its “4xe” Wrangler and Grand Cherokee plug-in hybrid electric SUVs.
The Jeep ad is a rather more traditional Super Bowl ad, featuring dancing animals together with the electrified Jeeps. Where it’s unique is the music. The business includes a remixed version of the 1983 hit “Electric Boogie” by Marcia Griffiths. The song, also often called the “Electric Slide,” was initially recorded by the late Bunny Wailer in 1976.
“The 2 ads will not be pursuing the identical objective,” Francois said. “While Jeep is all about pushing the 4xe plug-in hybrid technology … to actually push sales, Ram is a completely different thing. We’ve got nothing to sell at once. It’s an investment on the brand itself.”
Griffiths is featured on the new edition of the song together with Grammy Award winning reggae artist and producer Shaggy and others. Stellantis is releasing the song Sunday on streaming services.
The “Premature Electrification” and “Electric Boogie” ads were created in partnership with Chicago-based agency Highdive. Each ads were released online Sunday ahead of the Super Bowl.
Stellantis declined to release how much it spent on the ads. The fee of a 30-second business is approaching $7 million, in accordance with Kantar Media.
Jeep’s one-minute Super Bowl ad features dancing animals and the brand’s plug-in hybrid electric Jeep Wrangler 4xe and Grand Cherokee 4xe SUVs.
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