Ram 1500 "The Pursuit of"
strategic Video Content
After returning from a Google Brandlab for Ram at YouTube in NYC, our team got to work building up a Digital Video Content approach. It was time to think like a channel, not a TV spot repository. "The Pursuit Of..." was born from these sessions and gave us the chance to reach beyond the well-worn truck stories and connect with those searching for a finely crafted vehicle that echoes their own internal drive and passion.
These videos, shot beautifully and documentary-like, provided emotional and relatable stories while also showing organic and unexpected use of the features of the All-New Ram 1500. We utilized an ad sequence strategy that allowed the long-form videos to have authentic vehicle integration in each story without forcing the call-out of features. The :15 ads and :06 teasers would be tasked with more pronounced feature portrayal. In total there were 3 long-form, 9 feature, 3 brand & 3 teaser videos.
Long-Form Videos
- 01
The Pursuit of Discovery | 2019 RAM 1500
The most capable RAM 1500 ever built helps one man search, discover and create. - 02
The Pursuit of the Moment | 2019 RAM 1500
Watch the most capable Ram 1500 ever built take on the elements during one photographer’s impressive shoot. - 03
The Pursuit of the Craft | 2019 RAM 1500
Check out how the strongest, most capable RAM 1500 ever makes it easier for one musician to find what he’s after.
Ad Sequencing
Before a single frame was shot, we planned out and identified authentic vehicle feature integrations for each story. Viewers would be exposed to a sequence over time that consisted of a :06 teaser, then one of the three :15 feature videos.
All of these videos contain supers urging the viewer to "See the whole story" and end cards with links to their respective long-form video. After viewing a long-form video the would later be served a :06 brand video with a link to the Ram site.
:15 Feature Videos
Each video spotlights a single vehicle feature being interacted with in relatable and visually exciting ways. They act as mini vignettes which maintain the tone of their relative long-form story.
:06 Teaser Videos
As identified in our content strategy sessions with Google and YouTube, teasers offered a device to quickly capture the essence of the story and generate interest in engaging with the long-form content.
:06 Brand Videos
The brand videos focus on the vehicle only, whether it be badging, visceral off-road, smooth city streets or epic wide shots at the edge of an overlook.
