Ram EV pickup truck debuted in a fake Super Bowl ad advertising aphrodisiacs

DETROIT – Stellantis will air a 60-second Super Bowl ad for its Ram brand to indirectly hit the current all-electric vehicle market, especially pickup trucks.

The ad, called “Early Electrification” or “PE,” spoofs ads for male enhancement pills. It features electric vehicle owners to discuss the issues they’re having with their trucks – from insufficient range and capacity to charging issues and other potential related issues. to the tram.

“Are you excited about buying an electric car but worried that it might leave you… unsatisfied?” advertising star and narrator Jason Jones, a comedian known for his work on “The Daily Show with Jon Stewart” and for appearing in Funny Budweiser And molson advertising. “Then you might be one of the many Americans concerned about early electrification.”

The ad launches the production version of the Ram 1500 REV electric pickup that is expected to go on sale next year. online booking for electric pickups, which debuted as a concept in January, also open Sunday. The car resembles the concept but, like the current Ram pickup, has a traditional internal combustion engine.

Stellantis Marketing Director Olivier Francois, who is known for unique and well-received Super Bowl commercialssays the key message is that Ram’s electric pickup may not be the first to hit the market, but it will be worth the wait compared to current products.

“We have an incredible electric truck that can really do what people want a truck to do, so ‘wait, wait and see’ is what the ad means,” he told CNBC. “It’s our yard.”

When Electric Ram hits the market, it is expected to participate in a more and more crowded the relatively unproven segment includes the GMC Hummer EV, Rivian R1T, Ford F-150 Lightning and Lordstown Endurance. Others like Chevrolet Silverado EV, GMC Sierra Denali and Tesla Cybertruck is expected to go on sale next year or earlier.

Ram Trucks CEO Mike Koval said in a statement: “We are on an exciting electrification journey that will see Ram surpass the competition in the areas where customers care most: operation, load, towing capacity and charging time”.

This commercial is unique compared to most of the company’s Super Bowl spots under Francois, who aired a lot proof-of-mind advertising and convince unknown celebrities in commercials like Bruce Springsteen, Bill Murray and Eminem to represent automakers and their vehicles or brands.

The style of the ad is similar to the 2015 Super Bowl commercial that aired under Francois of Fiat Chrysler – forerunner of Stellantis – follow the path of a small blue pill that a polyamorous Italian man accidentally lost when he was about to swallow it.

“It’s so gentle,” Francois said. “I think it’s just a need. We’ve been through a lot – from Covid to the war in Ukraine to inflation and recession. People want humorous relief.”

Francois said the ad is not intended to belittle anyone who uses male enhancement pills. He said the “fake” ad was aimed at advertising for prescription drugs and the current electric vehicle market.

Like a real pharmaceutical ad, viewers should pay attention to the fine print. In addition to confirming symptoms of early electrification are bogus but “definitely worth mentioning”, it said the “range-extending technology” mentioned in the advert for the car will “come later”.

The Ram commercial is scheduled to air during the 4th half of the Philadelphia Eagles vs Kansas City Chiefs game. Before that, the automaker will also air a 60-second commercial for its Jeep brand in the second quarter, focusing on on its “4xe” Wrangler and the Grand Cherokee plug-in hybrid electric SUV.

The Jeep ad is a much more traditional Super Bowl ad, featuring animals dancing alongside electric Jeeps. Where it’s unique is the music. The ad features a remixed version of Marcia Griffiths’ 1983 hit “Electric Boogie”. The song, also known as “Electric Slide”, was first recorded by Bunny Wailer in 1976.

“The two ads don’t pursue the same goal,” says Francois. “While Jeep is focused on driving 4xe plug-in hybrid technology… to really drive sales, Ram is something else entirely. Right now we have nothing to sell. It’s an investment in the brand itself.”

Griffiths are featured on the new version of the song alongside Grammy Award-winning reggae artist and producer Shaggy and others. Stellantis will release the song on Sunday on streaming services.

The “Early Electrification” and “Electric Boogie” ads were created in partnership with Chicago-based agency Highdive. Both ads were released online the Sunday before the Super Bowl.

Stellantis declined to disclose how much they spent on advertising. According to Kantar Media, the cost for a 30-second ad is up to nearly 7 million USD.