This is the brand experience to launch the new Dodge Ram. Needless to say a lot of money was spent on it and it's very Redneck! However I'm sure this kind of thing would really connect with the target audience.
Even though it's obviously scripted to introduce the product features, the content is engaging enough to be tolerable. Also the fact that the KSPs are coming from a 'spokesperson' and not the brand makes it ever more believable.
This brand experience seeds the 'tough' proposition well within the marketspace.
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