Creating a (very loud) comeback with a bold apology

TIMELY CONTEXT:
In 2024, Ram ditched the HEMI V-8, and people were pissed. In fact, more than a third of Ram owners said they would not buy another Ram truck without a HEMI V-8. So when Tim “father of the Hellcat” Kuniskis took the reins as CEO, he knew he needed to do something about it. Not only did he decide to bring the HEMI V-8 back, he also decided to send Ram back to the NASCAR truck racing series.

TIMELESS TRUTH:
Ram has never followed a playbook. Because playbooks are written for the cautious, for those who wait to be told what to do. Ram was built by people who never waited for permission. Built by the bold, the hands-on, the all-in. Ram doesn’t do things quietly and they certainly aren’t afraid to take even the hardest of things head-on, rumbling in full-throttled with all guts and no excuses.

ICONIC BRAND PLATFORM:
Our idea put Tim Kuniskis square in the hot seat doing the manliest thing a man can do: apologizing and making things right. Ramdemption was more than just a comeback, it was a reckoning. No corporate gloss. No hiding behind brand spin. Just a man, a machine, and a promise to make it right. And our production approach was just as real and authentic as the man himself: from monster-truck dirt jumps, to fireball pyrotechnics, to the Goodyear blimp flyover with “HEMI IS BACK” lit up on its side, it is a romp of truck-loving goodness.