Chrysler Group said today its Ram brand will debut a national advertising campaign this weekend for its 2014 heavy-duty trucks.
The campaign, titled "Groundbreakers," will show working men in action on the job with the new lineup. Ram said the decision to use real working people instead of actors was "significant to the authenticity of the Ram truck brand and customers."
Ram said the ads will help demonstrate and reinforce the lineup's capabilities, which include 30,000 pounds of towing capacity and 850 pounds-feet of torque generated by its new Cummins turbodiesel engine.
The campaign will launch nationally on Saturday with two 30-second spots, narrated by actor and longtime Ram pitchman Sam Elliott. The commercials can also be viewed at company's YouTube channel following its launch.