Miranda Lambert Fronts New Ram Truck Campaign

Superstar wrote “Roots And Wings” song just for the new campaign for the rising truck manufacturer.

Known for her country music loyalty, Miranda Lambert is now the latest brand ambassador for Ram Trucks.

The rugged Auburn Hills, Mich.-based truck company has a new marketing initiative this week and it’s fronted by Miranda Lambert and her new song “Roots And Wings.” The song, which she custom-made for the campaign, will be featured across multiple format outlets and Lambert will be featured across various networks and cable channels and also in print, digital, social media and yahoo video outlets.

The campaign coincides with Miranda’s “Certified Platinum Tour” and includes cross-promotion and branding at many of her concert venues.

"Ram has become the fastest growing truck brand by challenging the status quo, and our partnership with Miranda Lambert does just that," said Olivier Francois, Chief Marketing Officer, FCA – Global. "Building a new marketing campaign around the hugely successful and popular country music artist, and her original song inspired by the characteristics of our brand, is a first for Ram. It is courageous, just like Ram and Miranda. It will broaden the appeal of both of our brands beyond our core audiences as we connect with our respective fans in new, meaningful ways.”

Lambert’s story is creatively told through live action video combined with illustrations and vintage styling. Many of the visuals seen are actual locations that are a part of Lambert’s life. Family photos from her life are featured in the program too.

"I am very inspired by what the Ram brand stands for – being who you are, working hard, staying true to your roots,” Lambert said. “I wanted to write a song that would represent all of those things. ‘Roots and Wings’ is personal to me about where I come from and where I am going. The guys at Ram really made the lyrics come to life with the imagery and I hope it speaks to people the way it does to me."

You can watch more videos for the program at YouTube.

1 Comments

  • Annie

    Really love the song. Wonder if she would put out a full length song on iTunes? I think the commercial is also really cool. Once again Miranda is a trailblazer, first female artist to be a Ram Truck spokesperson. Sponsers come much more easily to male artists for no reason, nice to see a female getting one like this. I mean Carrie has had Olay, Vit Water and Pedigree. Miranda finally just last year got Pedigree and Crystal Light. It is about time that the market place catch up and realize that women drive/buy their products and market towards them.