RAM Trucks has taken to the skies – briefly – to launch its latest performance vehicle with a bold and unexpected activation. In partnership with Publicis Middle East, the brand unveiled ‘RHO Airlines’, a creative stunt that turned the desert into a runway for what is being described as the world’s shortest flight, lasting just 1.2 seconds.
To bring the idea to life, RAM and Publicis built a fully immersive airport experience in the middle of the desert, complete with check-in counters, security, ground staff, air traffic control and cabin crew. The only thing missing was a plane. Instead, at the centre of the experience was the new RAM RHO 1500, a high-performance truck engineered for speed, agility and off-road capability.
The activation featured Saudi Arabia’s popular duo The Saudi Reporters in what the brand calls a “first-of-its-kind” influencer stunt. One brother, Abdullah, pranked the other, Abdulaziz, into thinking he was boarding a new desert-based airline. Instead, he found himself in the passenger seat of the RHO 1500 as it launched off a sand dune – piloted by a professional stunt driver.
“This stunt captures the essence of RAM. It is about power, capability and the spirit of adventure,” said Stuart Laurie, Head of RAM Brand at Stellantis Middle East. “The RAM RHO 1500 is not just built to conquer roads and terrains. It is engineered to push boundaries and fire up imaginations, which is exactly what RHO Airlines brings to life.”
The campaign kicked off with teaser content across RAM’s social platforms, hinting at the arrival of a mysterious new airline. The full reveal came through a hero video that documented the prank and airborne moment in a fast-paced, cinematic format.
“The RHO is unexpectedly thrilling to drive, and we wanted to create an experience that was equally unexpected,” added Tuki Ghiassi, Executive Creative Director at Publicis Middle East. “RHO Airlines is what happens when you take a product truth and turn it into a full-blown experience.”
The activation marks the first phase of a wider brand campaign, with additional content expected to roll out in the coming weeks.
