Electric Ram pickup debuts in Super Bowl ad that pokes fun at rivals and sex drug ads

DETROIT – Stellantide will air a 60-second Super Bowl commercial for its Ram brand to indirectly take pictures of the current market for all-electric vehicles, especially pickup trucks.

The ad, called “Premature Electrification” or “PE,” parodies commercials for male-enhancing drugs. It features electric vehicle owners discussing issues they’ve had with their trucks — from insufficient range and power to charging issues and other potential problems associated with electric vehicles.

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“Are you excited about buying an electric vehicle, but worried that it will leave you… dissatisfied?” says commercial star and narrator Jason Jones, a comedian best known for his work on “The Daily Show with Jon Stewart” and for starring in comedic Budweiser and Molson commercials. “So you might be one of the many Americans concerned about premature electrification.”

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

Stellantis chief marketing officer Olivier Francois, who has become known for his unique and well-received Super Bowl commercials, said the main message is that Ram’s electric pickup may not be the first on the market, but it will be worth the wait compared to the mainstream. offerings.

“We have an amazing electric truck that can really do what people want a truck to do, so ‘wait, wait and see’ is the thrust of the announcement,” he told CNBC. “That’s our pitch.”

When the electric Ram hits the market, it is expected to join an increasingly crowded but relatively unproven segment that includes the GMC Hummer EV, Rivian R1T, Ford F-150 Lightning and Lordstown Endurance. Others like the Chevrolet Silverado EV, GMC Sierra Denali and You’re here Cybertruck should go on sale next year or sooner.

“We’re on an exciting electrification journey that will see Ram outpace the competition in the areas that matter most to customers: range, payload, towing and charging times,” Ram Trucks CEO Mike Koval said in a statement. a statement.

The ad is unique from many of the company’s Super Bowl spots under Francois, which aired numerous inspirational ads and convinced unknown celebrities to be in commercials such as Bruce Springsteen, Bill Murray and Eminem to portray the car manufacturer and its vehicles or brands.

The ad’s behavior is similar to a 2015 Super Bowl ad aired under Francois by Fiat Chrysler – a predecessor of Stellantis – which followed the path of a little blue pill that an Italian in love accidentally loses as he tries to swallow it.

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

Francois said the ad was not intended to shed light on anyone taking men’s medication. He said the “parody” ad was aimed at ads for prescription drugs and the current electric vehicle market.

Just like a real pharmaceutical ad, viewers should pay attention to the fine print. In addition to confirming that the symptoms of premature electrification are not real but “definitely worth talking about”, it is stated that the “range-extending technology” mentioned in the vehicle’s announcement” will come later”.

Ram’s ad is scheduled to air in the fourth quarter of the game between the Philadelphia Eagles and Kansas City Chiefs. Ahead of that, the automaker will also run a 60-second commercial for its Jeep brand during the second quarter, focusing on its Wrangler and Grand Cherokee “4xe” plug-in hybrid electric SUVs.

The Jeep ad is a much more traditional Super Bowl ad, featuring animals dancing with the electrified 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 originally recorded by the late Bunny Wailer in 1976.

“The two announcements do not pursue the same objective,” François said. “While Jeep is all about pushing 4xe plug-in hybrid technology…to really push sales, Ram is a totally different thing. We don’t have anything to sell right now. It’s an investment in the brand itself.”

Griffiths is featured on the new version of the song with Grammy-winning reggae artist and producer Shaggy and others. Stellantis releases the song Sunday on streaming services.

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

Stellantis declined to disclose the amount spent on the ads. The cost of a 30-second ad is approaching $7 million, according to Kantar Media.