In 2025, the vast majority of the world’s automakers gave up on the chance to advertise during the Super Bowl. They left the field wide open. That let Ram charge forth with a fiery, explosive commercial with a Hollywood star and the badass Ram RHO. It’s just the kind of extravagance you’d expect from America’s edgiest truck brand.
You wouldn’t think of Goldilocks and the Three Bears to be suitable material for a chest-thumping, big-grunting truck commercial. And yet, Ram plays it off well. Of course, the star power doesn’t hurt in the slightest, with Hollywood it-guy Glen Powell carrying the day.
It’s a proper Super Bowl ad, and the antics involved are par for the course. Big trucks roaring about off-road, and just a hint of silliness to make it memorable. As you might expect by the fairy tale reference, the whole thing is centered around three of Ram’s finest.
The one that will most draw the eye is the 2025 Ram RHO. It doesn’t exactly roll off the tongue, but it’s the hot hunk of truck right now. It’s not quite as bonkers as the TRX of years past, but it’s got a powerful turbocharged Hurricane six under the hood. Good for 540 horsepower and 512 pound-feet of torque, it’ll happily rip out stumps and charge along in the dunes at a very rapid clip. Or, as Glen Powell shows us so elegantly, it’ll jump right over an erupting volcano.
That is, with a disclaimer. “Dramatization. Even professional drivers can’t jump an active volcano. Do not attempt.” Lucky for those last three words, else the impressionable among us might have done something awesomely foolish.
Powell also hoons around in the Ram 2500 Rebel, an altogether capable truck in its own right. He uses it as a shield from a dragon’s breath, before slaying the mighty beast and hauling it away in a smoker trailer. Looks tasty.
We also see the Ram Charger, which proves particularly handy in the woods. By virtue of its onboard power sockets, Powell is able to run not one, but two chainsaws, using them to craft a very accurate representation of his fine physical form in wood.
Ultimately, this is classic Super Bowl ad fodder. Sometimes it pays to go serious, sometimes it pays to have some laughs with a big Hollywood star and some mystical creatures. Often, the aim is to get a smile while leaving a lasting impression, and it looks like Ram’s done just that.
Image credits: Ram
Ok, that was fun. I’m still not buying any Stellantis products, but I’ll give them credit for producing an appropriately silly commercial
The only thing I saw in this ad was Stelantis trying to appeal to the subset of their core demographic that is “underendowed” and trying to compensate . . .
Who is Glen Powell? More to the point…RAM trucks?
He played the Iceman analog in Top Gun:Maverick and was pretty great at it.
Also, one of the leads in Twisters, which was loaded with assorted Rams.
I like it. It wasn’t run of the mill and it was good, silly fun. Good vibes.
Absolutely worth every penny of advertising.
Remember when this was the permanent gear for Dodge advertising? “Look around and what do you see? A beautiful world!”
Aite, hear me out. Sure, you can’t really *jump* an erupting volcano, but you can totally drive on up to one. Iirc, there was an episode of Top Gear that involved James May snagging some fresh lava samples in a pickup. Iceland has had some frequent and rather convenient eruptions over the last couple years. Why not show how bad ass your truck is *IRL* by driving alongside some nice, fresh lava? I mean, if an Icelandic bulldozer can do it, surely a Ram can.
Actually, can I volunteer to do this?
Did you not see the “Do not attempt” disclaimer? Until now, I didn’t think those were necessary, 🙂
While I appreciate them trying to be fun, I’d rather they take the millions it cost to make and advertise during the Superbowl and instead put it into the business.
We spend ungodly amounts on advertising while the products they advertise fail regularly because of cost cutting measures.
Decision makers would rather pay an ad agency than try to affect any real change. Their hands are busy covering their own asses, you see.
Where are you getting the millions to invest in future products? You have to sell what you have before you can invest in better.
This year’s Stellantis ads are very good. They’ll probably result in far more direct sale profits than they cost to make and air, and they’ll bolster the brands going forward. The dual benefit is what makes them so good.
Investment is about putting your money where you get the most return. Sometimes that’s a long game improvement in manufacturing. But it’s also a matter of running good, timely marketing campaigns.
Stellantis needs this kind of immediate boost. We don’t know if it’ll be anything more than a sugar high yet, but they definitely needed the energy.