DETROIT -- The Ram truck brand is launching its first full-scale advertising and marketing campaign for the 2010 Ram Heavy Duty pickup.
The new campaign is part of Chrysler Group's strategy to separate Ram from the Dodge brand.
The campaign will emphasize the American virtues of the Ram HD and its can-do capabilities. The ads feature prominently the HD's designation as the Motor Trend magazine Truck of the Year.
The campaign was created by The Richards Group, a Dallas advertising agency.
Television commercials will feature the deep voice of character actor Sam Elliott, who has been in a number of cowboy movies and Gettysburg.
Said Fred Diaz, CEO of the Ram brand: “The reasoning behind the separation between the Ram and Dodge brands is starting to resonate. There's a distinct separation between what Dodge means and what Ram means.”