Fiat Chrysler is a challenging client for ad people. Every project that’s cool is a jump ball involving up to a dozen agencies. For Ram, several agencies were told that the client was not happy with the current work and wanted tv spots that showed more sheet metal. Nothing particularly odd about that request. What was odd was that the current work already was 99.99% sheet metal. We took a step back, a deep breath, & thought. When clients say they want sheet metal, they don’t. They want the sheet metal to be more than sheet metal. They want the truck to be
seen as the hero, to be elevated with soul and purpose. Which is what we did with these two spots, the first of a ten-spot package, and the first time the agency won a branding (as opposed to a retail) jump ball.