Everything from Grammy Awards, the Academy of Country Music Awards to the Country Music Association Awards you name it, Miranda Lambert was honored by them all. Her latest album Platinum is already breaking the charts. It’s no wonder Ram Trucks went for what the country singer does best when they thought of a new campaign.
The heavy-truck maker has now returned with a long-form Ram brand video of the successful Roots and Wings gig they released earlier this year. The shorter version of the song was part of a new Ram Truck marketing campaign featuring Lambert. The campaign included television, print, digital and social media elements.
A 60-second version of the song also played in concert venues during the artist’s “Certified Platinum Tour,” which ended last month. Apparently, the fans loved the song so much the truck manufacturer decided to do a long-form commercial featuring additional verses of the song.
According to Ram Truck, Lambert said that “Roots and Wings” was a personal song about where she came from and where she is going. The full-length video creatively tells her story through live action video combined with illustrations, animation and vintage styling. The still photos featured in the piece were, in fact, hand-picked from Lambert’s family photo album.
Mind you, this video is far from being the last marketing gig they’re doing. The partnership will continue during Lambert’s “Roadside Bars and Pink Guitars tour” in the fall where a version of the “Roots and Wings” video will be played. A silver Roots and Wings-themed Ram 1500 truck, just like the Laramie Longhorn Lambert owns, will also be on display.
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