The partnership includes a co-branded TV commercial for the movie and Ram 1500 pickup truck, promotional campaign with print ad illustrated by DC Entertainment comic artist and a one-of-a-kind customized 'Man of Steel' Power Wagon truck created for special events that will be auctioned for charity at later date.
AUBURN HILLS, MI- Ram Truck and Warner Bros. Pictures this week announced a combined marketing campaign promoting the Ram 1500 pickup truck and upcoming Superman movie “Man of Steel."
The partnership includes a co-branded TV commercial for the movie and Ram 1500 pickup truck, promotional campaign with print ad illustrated by DC Entertainment comic artist and a one-of-a-kind customized “Man of Steel” Power Wagon truck created for special events that will be auctioned for charity at later date.
“With film alignment we have a fresh consumer engagement opportunity, connecting the heroic character traits of Superman with Ram's DNA,” said Olivier Francois, Chrysler Group LLC chief marketing officer, in a statement. “Our custom creative and marketing program is squarely aimed at building advocacy among passionate fans outside traditional marketing channels.”
The 30-second “Action” ad 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.”
Chrysler provided vintage trucks and other vehicles to Warner Bros. for integration into key scenes in the movie. It also 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 Today.
The special edition “Man of Steel” Power Wagon truck features with special Superman-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.
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.
The interior also features numerous Superman logos integrated in the seats, glove box and other interior components.
The television ad (embedded above) will run in network and cable entertainment, news and sports programming beginning June 4.