Fiat Chrysler Automobiles paid out tens of millions of dollars for five television ads during NBC‘s broadcast of Super Bowl LI last night, and while a majority were centered on FCA’s rugged Jeep brand, RAM trucks enjoyed an equal time allotment with two one-minute spots that showcase the all-new RAM 1500. The redesigned light-duty pickup debuted last month at the 2018 North American International Auto Show.
This year’s FCA Super Bowl ad spending marked quite the departure from 2017’s Super Bowl LI, during which Fiat Chrysler aired three different ads for its premium Alfa Romeo brand, showcasing the Giulia Quadrifoglio.
In case you missed the big game, here are RAM’s pair of Super Bowl ads for the all-new, 2019 RAM 1500:
Built To Serve
RAM’s first Super Bowl television spot made use of an excerpt from a sermon delivered by Martin Luther King Jr. fifty years prior, on February 4th, 1968. The “Drum Major Instinct” sermon was all about serving one’s fellow man. “Recognize that he who is greatest among you shall be your servant,” King said in his sermon. “That’s a new definition of greatness… By giving that definition of greatness, it means that everybody can be great.”
Selected passages from the sermon play over footage of people working – on a cattle ranch, in the classroom, distributing food to those in need, etc. Through many of these scenes, a RAM 1500 is shown helping these people in their work.
RAM’s second Super Bowl ad is far more lighthearted, featuring a horde of Vikings as they make their way to Super Bowl LII in Minneapolis by road – in the new, 2019 RAM 1500 – and sea – in a big, wooden vessel, keeping the RAM 1500 in tow on a raft behind the boat. Minneapolis’ NFL team is, of course, the “Vikings” – a name that was likely selected because Icelandic Vikings are thought to have been some of the first European settlers to end up in Minnesota.
The Vikings tried to make NFL history by being the first team to play in a Super Bowl hosted at their own stadium, but they lost the National Football Conference Championship Game to the Philadelphia Eagles on January 21st.
Shown here is the two-minute extended cut of the Super Bowl LII TV spot.