Pairing a classic country song with a truck commercial seems like just about the most predictable thing in advertising these days. Which makes it all the more impressive that this spot for the 2019 Ram 1500 made waves for doing just that.
Cutting back and forth from city to country, the Ram commercial makes it clear that the Ram truck is not just for stereotypical truck owners, but for all Americans. All while the Tennessee Kids perform a special rendition of the classic song “Thank God I’m a Country Boy.” It may not be quite like the John Denver version, but it definitely gets the job done.
Ram sums it up pretty well in the brief description for the ad:
The all-new Ram 1500 – built on integrity, courage, leadership and hard work.
GUTS. GLORY. RAM.
With legendary power, performance and dependability, we’re determined to work hard and play even harder, boldly forging ahead to get the job done.
The twist on the typical formula was enough to set the Ram ad apart from most of the other commercials that show a truck being loaded on a farm, while a twangy instrumental plays in the background and a deep-voiced, Sam Elliott-sounding narrator provides the voiceover, using such buzzwords as “rugged” and “heavy-duty.” Not like anything’s wrong with that model, but it’s cool to mix it up every now and then.
Considering that the ad has racked up more than 20 million YouTube views since it was posted back in January 2018, it’s safe to say that Ram definitely nailed it with this one.