After having the Grammy-award winner joining the company’s team last November, the Ram Truck brand launches a new marketing initiative this week. The campaign includes television, print, digital, social media and long-form video elements and is based on Miranda Lambert’s “Roots and Wings” new song she specially wrote for the truck maker.
The new creative, breaking this week on various network and cable channels, is running at the same time with Lambert’s current “Certified Platinum Tour” and includes cross-promotion and branding at many concert venues. The country singer’s story is told through live action video combined with illustrations, animation and vintage styling.
According to Ram Trucks, many of the landscapes are actual locations that are part of the singer’s life and all of the featured still photos are her personal family photos. “Roots and Wings” is the soundtrack of the television spots and the brand’s trademark “Guts. Glory. Ram” visuals close the spots.
Apart from both sharing the creative elements and other marketing ventures on their social medial channels, the partnership also will be evident at Lambert’s concert venues on her “Certified Platinum Tour” currently underway. The truck model, which is the same the country music star received from Ram, a 1500 Laramie Longhorn, is the Official Truck of the artist’s tour and will tow Lambert’s Airstream trailer “Wand the Wanderer” to each venue.
As we previously reported, Miranda Lambert will be featured in several advertorial ventures for Ram trucks since she recently became the company’s celebrity ambassador.
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