It’s High Noon for Ram at Chrysler
Chrysler and Ram are using imagery from the classic western High Noon in their latest ads. The 1952 film, featuring Gary Cooper as a small town Marshall battling an old enemy, is not the first time Chrysler has tagged this Old West theme for their ads. Those who drive Ram Trucks in Virginia Beach all the way out to Portland know the voice of Western movie icon Sam Elliott, now the auto maker’s spokesperson.
Two ads show off a Ram pickup driving through the desert with wild horses, talking up the vehicle’s 20 mpg rating. The second ad gets you inside the Power Wagon model, as it climbs rocky hills, challenging other trucks to follow.
Both are part of a “Code of the West” marketing campaign, launched earlier this year. “The ‘Code of the West’ national advertising campaign is founded on the principles of truth, honesty and integrity. It separates Ram from its competitors and focuses on the proven capability and superiority of the entire product line,” adds Fred Diaz, president of the Ram Truck division.
To make these scenes even more authentic, Chrysler reportedly used sets from the now defunct HBO series Deadwood while filming.
Source: Detroit News Auto Insider
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