RAM Proves It Can Do the Expected and Unexpected in Humorous Torque Spot

RAM is reimagining the truck experience with the launch of its 2025 line-up in the Middle East, a region where performance and reliability matter most. Along with this new fleet, RAM is unveiling a bold, witty campaign that takes a fresh approach to how trucks are perceived, introducing Rex Torque, the deadpan voice of RAM.

“When you’ve got a line-up this bold, it only makes sense to roll out a campaign that no one saw Coming” says Nihar Anand, head of marketing communications for RAM at Stellantis Middle East, “Until now, the RAM brand has been relatively undefined in the Middle East. That changes today. Publicis Middle East stepped in to fix that and launched our new brand positioning: “Trucks. It’s what we do.” And yes, that’s all RAM does. Trucks. No one knows them better, because we don’t mess around with sedans, SUVs, or hoverboards.”

The campaign is designed to shake up traditional truck advertising. Tuki Ghiassi, executive creative director at Publicis Middle East, elaborated, “RAM has got this iconic, storied reputation in the US, but in the Middle East not so much, until now. This campaign finally gives RAM the voice it’s been missing. Rex Torque opens up limitless executions across all possible media. This not just another integrated campaign. This voice allows us to deliver stories that are tailored to each media down to details like context and proximity.”

Rex Torque, though fictional, serves as an observer rather than a salesman. His humorous take on what trucks can do - both the expected and the unexpected - adds a fresh dimension to the campaign. The tagline, “You can with a RAM,” emphasises 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 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. 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.”

The campaign kicks off with a 45-second hero film, which will be shown across social media platforms and cinemas, supported by shorter 15-second spots designed for quick engagement. 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.