Ram's 'Praise' advert puts American workers centre stage for Thanksgiving
Ram Trucks aired a 90-second Thanksgiving commercial honouring everyday American workers, with the spot timed for NFL broadcasts and aimed squarely at its core buyer base.
Ram Trucks used the high-profile slot of Thanksgiving Day NFL broadcasts in late November to air a 90-second commercial, “Praise”, that put ordinary American workers at the centre of its message. The spot, first broadcast during football games on CBS and Fox, featured a sequence of realistic portraits showing waitresses, janitors, foremen and fishermen at work. The advert’s focus on “everyday heroes” aligns closely with Ram’s target market. The brand has long positioned its pickups as tools for professionals who rely on their vehicles both for work and family life.
Overview of the Ram 'Praise' Commercial
By highlighting jobs that rarely receive mainstream recognition, Ram reinforced its image as a truck for people who keep the country running, rather than a luxury accessory or lifestyle statement. The campaign continued Ram's tradition of honouring the backbone of America, following previous adverts that celebrated farm families during major sporting events.
Thanksgiving Timing and Brand Strategy
Thanksgiving is a major advertising event in the US, with millions watching NFL games and advertisers paying a premium for airtime. Ram’s decision to run “Praise” during these broadcasts ensured the message reached a broad audience, including many in the brand’s core demographic. The campaign’s tone mirrored a previous Ram Super Bowl advert that paid tribute to American farm families, continuing the brand’s strategy of associating its trucks with hard work and community values.
This approach stands apart from the more product-focused adverts often seen from rivals during high-profile sporting events. By choosing a message of gratitude and respect for workers, Ram aimed to build a deeper connection with viewers who see themselves reflected in these roles.
Ram’s Target Audience and Message
- Ram’s professional models are marketed to those who use their trucks for demanding tasks, such as hauling equipment or transporting family.
- The advert’s depiction of manual and service roles underlines the importance of this segment to Ram’s business.
- The campaign serves as a reminder of the values Ram wants to be associated with: reliability, utility, and respect for hard work.
While the advert was timed for an American holiday, its message is designed to resonate with anyone who sees their vehicle as a tool for getting the job done. Ram’s consistent focus on everyday workers helps distinguish the brand in a competitive market, reinforcing its identity as a truck for those who value hard work and community.
