YOU CAN
WITH A RAM
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 impossible
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 thought
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 possibilities
aren’t just endless, they’re borderline absurd.
so the campaign introduced a character with all the
charisma of a steel beam—dry, deadpan, and impossible
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 thought
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 possibilities
aren’t just endless, they’re borderline absurd.
PUBLICIS MIDDLE EAST ︎ FILM / SOCIAL / PRINT
