A new tone of voice was needed for this fresh direction, so the campaign introduced a character with all the charisma of a steel beam—dry, deadpan, and impossibl to miss. His voice appears in all RAM content, from the launch film to social Reels. He doesn’t have a name, but at the agency he is known as Rex Torque Rex is here to remind you that whatever you though trucks could do—yes, they can. But they can also do a bunch of things you didn’t even think trucks should do He’s here to prove that with a RAM, the possibilitie aren’t just endless, they’re borderline absurd.

PUBLICIS MIDDLE EAST ︎ FILM / SOCIAL / PRINT