RAM Trucks: Celebrating all the things a truck can do by focusing on one.
The Power Wagon is the most capable truck in the Ram lineup. But instead of demonstrating all of the behemoth’s features, we focused on one - the 12,000lb winch. The result - a very odd series of infomercials.
Each video ends with the Winch It Brothers’ phone number. Call it, and you’ll be faced with one of the longest phone trees ever created, including a few prize-related Easter Eggs.
Huge thanks to Dave Anthony and Nate Torrence for the improv master class. Created with Seth Kelly (CD), Sarah Betts (CD Amazon), Brooks Hess (ACD/AD PepsiCo), and Courtney Harris (ACD/CW)
RESULTS:
Within days going live, Winch It became the most successful non-reveal video in Ram’s history.
Truck sales soared above RAM’s goals
The Winch It Brothers debuted in a long-form social video, OLV, and sharable short-form Snaps and GIFs.
