By Michael Wayland; Edited by News Gate Team
- Stellantis will use a Super Bowl ad for its Ram brand to indirectly take shots at the current all-electric vehicle market, specifically pickup trucks.
- The ad, called “Premature Electrification,” spoofs ads for male sex-enhancement drugs, as well.
- The 60-second commercial also debuts the production version of the Ram 1500 REV electric pickup that is expected to go on sale next year.
Detroit-based Stellantis will run a 60-second Ram brand Super Bowl commercial to subtly criticize the present all-electric vehicle market, particularly pickup trucks.
The “Premature Electrification” or “PE” commercial parodies ads for male sex-enhancers. It includes electric vehicle users talking about troubles with their trucks, such as insufficient range and power, issues with charging, and other potential EV-related problems.
Jason Jones, a comedian well known for his work on “The Daily Show with Jon Stewart” and for appearing in comedic Budweiser and Molson advertisements, is the ad’s star and narrator. He asks, “Are you thrilled about getting an electric vehicle but concerned that it could leave you… unsatisfied?” If so, you may share the concerns of many Americans regarding an early electrification.
The Ram 1500 REV electric pickup, which is anticipated to be on sale next year, makes its production premiere in the advertisement. The concept for the electric pickup, which unveiled in January, now accepts reservations online. Both the concept and the modern Ram pickup, which uses a conventional internal combustion engine, are reminiscent to the vehicle.
Olivier Francois, Chief Marketing Officer of Stellantis and well-known for his inventive and well-received Super Bowl commercials, said the major message is that while Ram’s electric pickup may not be the first on the market, it will be worth the wait given the alternatives currently available.
“Wait, wait, and see” is the message of the advertisement, he told CNBC, since “we have a fantastic electric vehicle that can actually deliver on what truck users want a truck to do.” Our pitch is that.
When the electric Ram hits the market, it’s anticipated that it will join a rapidly growing but yet relatively unproven segment that already includes the GMC Hummer EV, Rivian R1T, Ford, and more.
Lordstown Endurance and the F-150 Lightning. Other models, including the Tesla Cybertruck, GMC Sierra Denali, and Chevrolet Silverado EV, are anticipated to go on sale early next year.
Ram Trucks CEO Mike Koval said in a statement: “We are on a fascinating electrification journey that will see Ram go past the competition in areas consumers care about the most: range, payload, towing, and charge time.
The advertisement stands out from the majority of the company’s Super Bowl commercials under Francois, who has aired numerous thought-provoking ads and persuaded celebrities who aren’t known for appearing in commercials, like Bruce Springsteen, Bill Murray, and Eminem, to promote the automaker and its brands or vehicles.
The tone of the commercial is reminiscent of a Fiat Chrysler Super Bowl advertisement from 2015 that featured an amorous Italian man who accidentally drops a little blue pill while trying to swallow it. Fiat Chrysler was Stellantis’ predecessor.
It’s humorous, said Francois. “I believe it is simply a need. From Covid to the war in Ukraine to inflation and recession, we have experienced a lot. The public wants comic relief.
The commercial, according to Francois, is not intended to mock anyone who uses male enhancement pills. He claimed that the “spoof” advertisement was meant to poke fun at both the existing electric vehicle market and ads for prescription medications.
The fine print should be read carefully by visitors, just like in a genuine pharmaceutical advertisement. It also states that “range-lengthening technology,” which was featured in the vehicle’s advertisement but will “coming later,” is untrue but is “definitely worth talking about” in addition to confirming that symptoms of premature electrification are unreal.
The “Electric Boogie” and Jeep
The Philadelphia Eagles and Kansas City Chiefs game will include the Ram commercial during the fourth quarter. The carmaker will also run a 60-second Jeep brand advertisement during the second quarter, highlighting its “4xe” Wrangler and Grand Cherokee plug-in hybrid electric SUVs, before that.
The Jeep commercial, which also showcases electrified Jeeps, is a lot more conventional than other Super Bowl commercials. The music is what makes it special. The commercial uses a remix of Marcia Griffiths’ 1983 hit song “Electric Boogie.” The late Bunny Wailer first recorded the song, commonly referred to as the “Electric Slide,” in 1976.
The two advertisements are not seeking the same goal, according to Francois. While Jeep is focused entirely on advancing 4xe plug-in hybrid technology, Ram is a very different product when it comes to driving sales. Right now, we have nothing to sell. It’s a financial commitment to the brand itself.
Griffiths, Grammy Award-winning reggae producer Shaggy, and other performers are all included in the song’s new rendition. On Sunday, Stellantis will make the song available for streaming.
Ads for “Electric Boogie” and “Premature Electrification” were developed in collaboration with the Chicago-based firm Highdive. Prior to the Super Bowl, both advertisements were posted online on Sunday.
Stellantis declined to release how much it spent on the ads. The cost of a 30-second commercial is approaching $7 million, according to Kantar Media.
By Michael Wayland; Edited by News Gate Team