Ram EV Pickup Truck Debuts Super Bowl Ad, Spoofing Sex Drug Ad
The Ram 2023 Super Bowl commercial will debut the production version of the Ram 1500 REV electric pickup, which is expected to go on sale late next year.
DETROIT – stellantis will release a 60-second Super Bowl ad for its Ram brand to indirectly draw attention to the current all-electric vehicle market, especially pickup trucks.
The commercial, titled “Premature Electrification” or “PE”, mimics advertising for drugs to improve male sexual performance. In it, EV owners discuss the issues they’ve experienced with their trucks, from lack of range and power to charging issues and other potential EV-related issues.
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“Are you excited about buying an electric car, but worried that it might leave you… dissatisfied?” says ad star and narrator Jason Jones, a comedian best known for his work on The Daily Show with Jon Stewart and appearances on comedy budweiser And Molson advertisement. “Then you might be one of the many Americans concerned about premature electrification.”
The ad features a production version of the Ram 1500 REV electric pickup that is expected to go on sale next year. Online booking for the electric pickup, which debuted as a concept in January, is also open on Sunday. The car is reminiscent of the concept, as well as the current Ram pickup with a traditional internal combustion engine.
Stellantis marketing director Olivier François, who became known for his unique and well-received Super Bowl ad, said the underlying message is that the Ram electric pickup may not be the first to hit the market, but it’s worth the wait compared to the current one. offers.
“We have an incredible electric truck that can really do what people want from a truck, so ‘wait, wait and see’ is the point of the ad,” he told CNBC. “This is our pitch.”
When the electric Ram hits the market, it is expected to join an increasingly busy but relatively untested segment that includes the GMC Hummer EV. Rivian R1T, Ford F-150 Lightning and Lordstown Endurance. Others such as Chevrolet Silverado EV, GMC Sierra Denali and Tesla The Cybertruck is expected to go on sale next year or sooner.
“We are on an exciting electrification journey that will take Ram to outperform the competition in the areas that customers care about the most: range, payload, towing time and charging time,” Ram Trucks CEO Mike Koval said in a press release.
Jason Jones, a Canadian-American comedian best known for his work on The Daily Show with Jon Stewart, stars and voices the 2023 Super Bowl Premature Electrification Ram ad.
This ad is unique compared to most of the company’s Super Bowl ads under François, who aired many compelling ads and convinced celebrities not known for being in ads, such as Bruce Springsteen, Bill Murray and Eminem, to represent the automaker and his cars or brands.
The behavior of the commercial is similar to the 2015 Super Bowl commercial run by Fiat Chrysler, the predecessor of Stellantis, run by François, following the path of a small blue pill that the lovestruck Italian accidentally loses while trying to swallow it.
“It’s carefree,” Francois said. “I think it’s just a necessity. We have been through a lot – from Covid to the war in Ukraine, inflation and recession. People want comic relief.”
François said the ads are not intended to make fun of those who take drugs to improve potency. He said the “deceptive” ads target prescription drugs and the current electric car market.
Like real pharmaceutical ads, viewers should pay attention to the fine print. In addition to confirming that the symptoms of premature electrification are not real, but “they are definitely worth talking about,” it says that the “range-extending technology” mentioned in the car’s advert “is coming later.”
Jeep and “electric boogie-woogie”
The Ram ad is scheduled to run in the fourth quarter of the Philadelphia Eagles vs. Kansas City Chiefs game. Prior to that, the automaker will also air a 60-second ad for its Jeep brand in the second quarter, focusing on on its Wrangler and Grand Cherokee 4xe plug-in hybrid electric SUVs.
The Jeep ad is a much more traditional Super Bowl ad, featuring animals dancing alongside electrified jeeps. Where he is unique is in music. The video features a remixed version of the 1983 hit “Electric Boogie” by Marcia Griffiths. The song, also known as “Electric Slide”, was originally recorded by the late Bunny Wailer in 1976.
“These two ads serve different purposes,” Francois said. “While Jeep is pushing 4xe plug-in hybrid technology… to really boost sales, Ram is a completely different matter. Now we have nothing to sell. It’s an investment in the brand itself.”
Griffiths is featured in the new version of the song along with Grammy Award-winning reggae artist and producer Shaggy and others. Stellantis will release the song on Sunday on streaming services.
The commercials for “Premature Electrification” and “Electric Boogie” were created in collaboration with Chicago agency Highdive. Both ads were posted online on the Sunday before the Super Bowl.
Stellantis declined to say how much it spent on advertising. According to Kantar Media, the cost of a 30-second commercial is approaching $7 million.
Jeep’s one-minute Super Bowl commercial features dancing animals and Jeep Wrangler 4xe and Grand Cherokee 4xe hybrid electric SUVs.