RAM has launched a new campaign to showcase its 2025 line-up of trucks, narrated by ‘Rex Torque’, a deadpan persona designed to challenge perceptions in a market where performance and reliability reign supreme.
The intention was to launch the new line-up with a witty campaign that aims to take a fresh approach to how trucks are perceived in the region.
“When you’ve got a line-up this bold, it only makes sense to roll out a campaign that no one saw coming,” said Nihar Anand, Head of Marketing Communications for RAM at Stellantis Middle East.
Along with the campaign’s creation, the brand entrusted Publicis Middle East to redefine its new brand positioning: ‘Trucks. It’s what we do.’ Anand explained that the need for this reinvention arose from how the RAM brand has been relatively undefined in the region.
“That’s all RAM does. Trucks. No one knows them better, because we don’t mess around with sedans, SUVs, or hoverboards,” Anand said. Therefore, the new brand platform alongside the latest campaign from the brand, aims to shine a new light on how RAM is perceived in the Middle East.
According to Publicis Middle East, the campaign was designed to shake up traditional truck advertising.
Tuki Ghiassi, Executive Creative Director at Publicis Middle East, said: “RAM has got this iconic, storied reputation in the U.S., but in the Middle East not so much, until now.”
Ghiassi explained the direction Publicis Middle East wanted to take with You Can With a RAM and the significance of Rex Torque’s narration.
“This campaign finally gives RAM the voice it’s been missing. Rex Torque opens up limitless executions across all possible media. This is not just another integrated campaign. This voice allows us to deliver stories that are tailored to each medium down to details like context and proximity,” Ghiassi said.
The campaign kicks off with a 45-second hero film, which Publicis Middle East reports will be shown across social media platforms and cinemas, supported by shorter 15-second spots designed for quick engagement.
Throughout the video creatives, Rex Torque serves as an observer rather than a salesman. His humorous take on what trucks can do adds a fresh dimension to the campaign.
The tagline, “You can with a RAM,” aims to emphasise that RAM trucks are built for more than just hauling and towing—they push boundaries and challenge conventional limits.
Melhem Najm, Chief Marketing Officer at Stellantis MEA, commented on the significance of this campaign for the brand.
“The RAM brand needed something different to make an impact in the Middle East. Our You Can With a RAM campaign does exactly that—it’s daring, memorable, and exactly what our customers here are looking for,” Najm said.
“RAM isn’t just about power; it’s about a can do attitude. In a market with a strong belief that anything is possible, we are confident our message will resonate. The GCC has proven anything can be achieved, and now there is a truck to match that ambition,” he said.
Publicis Middle East claims the campaign will extend to out-of-home (OOH) advertising and radio, making it a comprehensive, multi-channel effort. The RAM 1500 Rebel and Laramie models are the focus of the initial campaign push, with additional models set to make their debut in the coming months.
Credits
AGENCY: Publicis Middle East
Executive Creative Director: Tuki Ghiassi
Creative Director: Anton Marais
Agency Producer: Yousra Elharouni
Associate Creative Director: Oussama Founi
Associate Creative Director: Per Kristian Morck
Senior Copywriter: Pablo Tesio
Senior Art Director: Vinicius Maldonado
Art Director/Editor: Abdullah Samir
Art Director: Randy Balbon
Motion Designer: Louis Borniche
Senior Designer: Hamdan Muhsen
Senior Content Creator: Yousef Azhari
Senior Content Creator: Joanny Chamorro
Senior Arabic Copywriter: Kamel Zeitouny
Arabic Copywriter: Abdulmalik Ghandoora
Content Producer: Leah Dunia
Business Lead: Jean Traboulsi
Business Director: Communications: Stuart Randall
Business Director: Media: Mazen Haddad
Senior Account Manager: Communications: Maria Nseir
Account Manager: Communications: Annouska Ruparell
Senior Content Manager: Maryam Audi
Manager Content: Tamara Beaino
Senior Manager: Performance Marketing: Harshayu Desai
Senior Executive: Media: Sara Soliman
CLIENT: Stellantis Middle East
Melhem Najm, Chief Marketing Officer – Stellantis Middle East & Africa
Nihar Anand, Head of Brand Marketing Communications, RAM Middle East, Stellantis Middle East
Ziad Sunna, Head of Social & Content Creation, Jeep Middle East, Stellantis Middle East
CGI & Post Production – KVs, RECOM & RECOM. Blacksmith
Main Film -Production House: Moreish
Exec Producer: Rouba Asmar
Producer: Nadine Checkrallah
Director / DOP: Vladimir Ushakov
Editor: Nikolay Ivanov
Colorist: Alexander Zolotarev
Online: Invisible Post
Soundtrack: Yessian
