Daimler Chrysler: Dodge Trucks Are Ram Tough campaign (1995)

William D. Baue

The Chrysler Corporation differed from the other two of the "Big Three" American automobile manufacturers, Ford and General Motors, in being younger, smaller, and less capitalized.

Daimler Chrysler: Dodge Trucks Are Ram Tough campaign

William D. Baue

Overview

The Chrysler Corporation differed from the other two of the "Big Three" American automobile manufacturers, Ford and General Motors, in being younger, smaller, and less capitalized. It was also less bureaucratic, luckier, and, by the mid-1990s, more successful than its Detroit counterparts. Similarly, Chrysler's Dodge division differentiated advertising for its Ram pickup trucks from stereotypical advertising, which usually featured trucks muscling through mud. Two Dodge Ram commercials in particular distinguished themselves from typical ads in the category.

The spot entitled "Pull" from the 1995 "New Dodge" campaign moved...

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