Ram Truck Brand and Warner Bros. Pictures Team up for 'Man of Steel,'
Opening in Theaters June 14
- Co-branded TV commercial for Ram 1500 truck launches partnership
- Promotional campaign includes print ad illustrated by DC
Entertainment comic artist
- One-of-a-kind customized 'Man of Steel' Power Wagon truck created
for special events; will be auctioned for charity at later date
June 5, 2013 , Auburn Hills, Mich. - The Ram Truck brand and Warner
Bros. launched a new co-branded commercial for the Ram 1500, Motor
Trend magazine's 2013 Truck of the Year, as part of a partnership
promoting Warner Bros. Pictures' and Legendary Pictures' "Man of
Steel," the highly anticipated summer action adventure movie in
theaters June 14.
The Chrysler Group provided vintage trucks and other vehicles to
Warner Bros. for integration into key scenes in the movie.
"We are excited to partner with Warner Bros. on 'Man of
Steel,'" said Olivier Francois, Chief Marketing Officer, Chrysler
Group LLC. "With film alignment we have a fresh consumer
engagement opportunity, connecting the heroic character traits of
Superman with Ram's DNA. Our custom creative and marketing program is
squarely aimed at building advocacy among passionate fans outside
traditional marketing channels."
The 30-second "Action" spot intersperses scenes from the
movie and footage of the Ram truck as the voiceover says,
"Everyone has the ability to do something amazing ... Some just
do it on a more regular basis." It closes with the Ram logo and
the words "In dealerships everywhere" followed by the
"Man of Steel" logo and "in theaters everywhere June
14." The spot can be viewed on the Ram Truck brand YouTube
The key message of the television ad how the work that Ram owners do
make them superheroes in their own right also is reinforced in print
ads that will promote Ram trucks and the "Man of Steel"
movie through the July 4 weekend. The Ram brand teamed up with DC
Entertainment comic artist Shane Davis to create a custom illustration
for the ad, which will run June 7 in the weekend edition of USA
"Ram celebrates those who dare to be great and never back down
from a challenge," said Reid Bigland, President and CEO Ram
Truck Brand. "This is the essence of Superman and also embodies
our Ram truck buyers, who believe in hard work, integrity and standing
up for what is right."
The Ram interior and exterior design team created a special edition,
one-of-a-kind "Man of Steel" Power Wagon truck with special
"Man of Steel"-inspired design cues, colors and branding.
The truck will make its debut June 10 in New York City at the world
premiere of the movie. It will then be on display at special events
throughout the summer and fall, including the National Finals Rodeo
and State Fair of Texas, before being auctioned off for charity at a
The Dark Ceramic Gray truck features a high-gloss black roof with
Anodized Red grille accents, created from a durable 14-coat paint
process. It has forged-aluminum, satin black 17-inch off-road wheels,
Superman logos on the front grille and rear tailgate and a custom,
one-off vehicle wrap inspired by the crest and texture of Superman's
suit. The wrap highlights a tone-on-tone interpretation of the iconic
Superman S-shield, and helps unify themes found on the interior and
exterior of the truck.
Interior features include custom mesh seat inserts reminiscent of
Superman's own suit with integrated Superman logos on the seats and
console; Pewter leather seats; and Anodized Red paint trim accents on
the doors, steering column, radio cluster and seats. There also is
"Man of Steel" logo badging on the glove box and a "Man
of Steel" screen backdrop and start-up screen on the radio
The television ad will run in network and cable entertainment, news
and sports programing beginning June 4. The spot and print ads were
created by the Dallas-based The Richards Group agency.
About 'Man of Steel'
From Warner Bros. Pictures and Legendary Pictures comes "Man of
Steel," starring Henry Cavill in the role of Clark Kent/Superman,
under the direction of Zack Snyder. A young boy learns that he has
extraordinary powers and is not of this Earth. As a young man, he
journeys to discover where he came from and what he was sent here to
do. But the hero in him must emerge if he is to save the world from
annihilation and become the symbol of hope for all mankind.
"Man of Steel" also stars Amy Adams, Michael Shannon, Kevin
Costner, Diane Lane, Laurence Fishburne, Antje Traue, Ayelet Zurer,
Christopher Meloni and Russell Crowe. The film is produced by Charles
Roven, Christopher Nolan, Emma Thomas and Deborah Snyder. The
screenplay was written by David S. Goyer from a story by Goyer &
Nolan, based upon Superman characters created by Jerry Siegel &
Joe Shuster and published by DC Entertainment. Thomas Tull, Lloyd
Phillips and Jon Peters serve as executive producers. Warner Bros.
Pictures presents, in association with Legendary Pictures, a Syncopy
Production, a Zack Snyder Film, "Man of Steel." Opening
beginning on June 14, the film will be released in 2D and 3D in select
theaters and IMAX®, and will be distributed worldwide by Warner Bros.
Pictures, a Warner Bros. Entertainment Company. "Man of
Steel" has been rated PG-13 for intense sequences of sci-fi
violence, action and destruction, and for some language.
About Ram Truck Brand
The Ram Truck brand continues to establish its own identity and
clearly define its customer since its launch as a standalone vehicle
brand. Creating a distinct brand for Ram trucks has allowed the brand
to concentrate on how core customers use their trucks and what new
features they'd like to see. Whether focusing on a family that uses
its half-ton truck day in and day out, a hard-working Ram Heavy Duty
owner or a business that depends on its commercial vehicles every day,
Ram has the truck market covered.
The Ram Truck brand has the most innovative lineup of full-size trucks
on the market. Ram Truck has emerged as a full-size truck leader by
investing substantially in new products, infusing them with great
looks, refined interiors, durable engines and features that further
enhance their capabilities. Truck customers, from half-ton to
commercial, have a demanding range of needs and require their vehicles
to provide high levels of capability. Ram trucks are designed to
deliver a total package.
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