Cross-marketing stunts aren’t new in the auto industry.
It’s a great way for two companies to promote each other to two completely different audiences. Recently, a lot of auto brands and movie studios have taken this route to promote a particular movie and the car that will appear in said movie.
With the upcoming "Man of Steel" movie set to hit theaters on June 14th, the two companies went ahead and unveiled a special edition, one-off "Man of Steel" Ram 1500 Power Wagon that was specifically built to promote the movie.
If this truck isn’t intimidating enough on its own, the specially designed Man of Steel-inspired styling will definitely get your attention.
Shortly after its unveiling, the one-off Man of Steel Power Wagon will head over to New York City on June 10th, just in time for the world premiere of the highly anticipated Superman movie. From there, the truck will go on its own tour around the country in the coming months before heading over to the auction block where it will be auctioned off for charity.
Click past the jump to read about how Ram dressed up this 1500 Power Wagon in the style of the Man of Steel himself
The somewhat dark and serious tone of the movie definitely manifested itself in the creation of this one-off Ram 1500 Power Wagon. The cartoonish Superman colors were left to the side in favor of a Dark Ceramic Gray finish with a high-gloss black roof and Anodized Red grille accents.
Look at the sides of the truck and you’ll notice that a special custom wrap was used that was inspired by the crest and texture of the Man of Steel’s suit, highlight by a tone-on-tone interpretation of the iconic S-shield that Superman proudly wears on his chest.
Rounding out this monotonous, yet emphatic exterior are the Superman logos on the front grille and the rear tailgate and the fitting of a new set of 17-inch satin black off-road wheels.
The mesh inserts on the custom seats are another tribute to Superman’s own suit. Add the integrated Superman logos on the Pewter leather seats and console, and you have a distinctive look that definitely does justice to its special edition designation.
Anodized Red paint trim accents are also prevalent on the cabin, particularly on the doors, steering column, radio cluster and seats. And finally, a “Man of Steel” logo badging on the glove box and a “Man of Steel” screen backdrop and start-up screen on the radio cluster rounds out the program for this custom one-off truck.
The Ram Truck brand and Warner Bros. launched a new co-branded commercial for the Ram 1500, Motor Trend magazine’s 2013 Truck of the Year, as part of a partnership promoting Warner Bros. Pictures’ and Legendary Pictures’ “Man of Steel,” the highly anticipated summer action adventure movie in theaters June 14.
The Chrysler Group provided vintage trucks and other vehicles to Warner Bros. for integration into key scenes in the movie.
“We are excited to partner with Warner Bros. on ‘Man of Steel,’” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “With film alignment we have a fresh consumer engagement opportunity, connecting the heroic character traits of Superman with Ram’s DNA. Our custom creative and marketing program is squarely aimed at building advocacy among passionate fans outside traditional marketing channels.”
The 30-second “Action” spot intersperses scenes from the movie and footage of the Ram truck as the voiceover says, “Everyone has the ability to do something amazing … Some just do it on a more regular basis.” It closes with the Ram logo and the words “In dealerships everywhere” followed by the “Man of Steel” logo and “in theaters everywhere June 14.” The spot can be viewed on the Ram Truck brand YouTube channel.
The key message of the television ad – how the work that Ram owners do make them superheroes in their own right – also is reinforced in print ads that will promote Ram trucks and the “Man of Steel” movie through the July 4 weekend. The Ram brand teamed up with DC Entertainment comic artist Shane Davis to create a custom illustration for the ad, which will run June 7 in the weekend edition of USA Today.
“Ram celebrates those who dare to be great and never back down from a challenge,” said Reid Bigland, President and CEO – Ram Truck Brand. “This is the essence of Superman and also embodies our Ram truck buyers, who believe in hard work, integrity and standing up for what is right.”
The Ram interior and exterior design team created a special edition, one-of-a-kind “Man of Steel” Power Wagon truck with special “Man of Steel”-inspired design cues, colors and branding. The truck will make its debut June 10 in New York City at the world premiere of the movie. It will then be on display at special events throughout the summer and fall, including the National Finals Rodeo and State Fair of Texas, before being auctioned off for charity at a later date.
The Dark Ceramic Gray truck features a high-gloss black roof with Anodized Red grille accents, created from a durable 14-coat paint process. It has forged-aluminum, satin black 17-inch off-road wheels, Superman logos on the front grille and rear tailgate and a custom, one-off vehicle wrap inspired by the crest and texture of Superman’s suit. The wrap highlights a tone-on-tone interpretation of the iconic Superman S-shield, and helps unify themes found on the interior and exterior of the truck.
Interior features include custom mesh seat inserts reminiscent of Superman’s own suit with integrated Superman logos on the seats and console; Pewter leather seats; and Anodized Red paint trim accents on the doors, steering column, radio cluster and seats. There also is “Man of Steel” logo badging on the glove box and a “Man of Steel” screen backdrop and start-up screen on the radio cluster.
The television ad will run in network and cable entertainment, news and sports programing beginning June 4. The spot and print ads were created by the Dallas-based The Richards Group agency.