RAM is reimagining the truck experience with the launch of its 2025 line-up in the Middle East, a region where performance and reliability do matter.
Along with this new fleet, RAM is unveiling a bold campaign that takes a fresh approach to how trucks are perceived, introducing Rex Torque, the deadpan voice of RAM.
“When you’ve got a line-up this bold, it only makes sense to roll out a campaign that no one saw coming” says Nihar Anand, Head of Marketing Communications for RAM at Stellantis Middle East.
“Until now, the RAM brand has been relatively undefined in the Middle East. That changes today. Publicis Middle East stepped in to fix that and launched our new brand positioning: ‘Trucks. It’s what we do.’ And yes, that’s all RAM does. Trucks. No one knows them better, because we don’t mess around with sedans, SUVs, or hoverboards.”
The campaign is designed to shake up traditional truck advertising. And it succeeds in doing so with a dash humor and a witty script.
Tuki Ghiassi, Executive Creative Director at Publicis Middle East, elaborated: “RAM has got this iconic, storied reputation in the U.S., but in the Middle East not so much, until now. This campaign finally gives RAM the voice it’s been missing. Rex Torque opens up limitless executions across all possible media. This not just another integrated campaign. This voice allows us to deliver stories that are tailored to each media down to details like context and proximity.”
Rex Torque, though fictional, serves as an observer rather than a salesman. His humorous take on what trucks can do—both the expected and the unexpected—adds a fresh dimension to the campaign.
The tagline, “You can with a RAM,” emphasises that RAM trucks are built for more than just hauling and towing—they push boundaries and challenge conventional limits.
Melhem Najm, Chief Marketing Officer at Stellantis MEA, commented on the significance of this campaign for the brand: “The RAM brand needed something different to make impact in the Middle East. Our ‘You can with a RAM’ campaign does exactly that—it’s daring, memorable, and exactly what our customers here are looking for. RAM isn’t just about power; it’s about a can do attitude. In a market with a strong belief that anything is possible, we are confident our message will resonate. The GCC has proven anything can be achieved, and now there is a truck to match that ambition.”
The campaign kicks off with a 45-second hero film, which will be shown across social media platforms and cinemas, supported by shorter 15-second spots designed for quick engagement.
The campaign will extend to out-of-home (OOH) advertising and radio, making it a comprehensive, multi-channel effort.
The RAM 1500 Rebel and Laramie models are the focus of the initial campaign push, with additional models set to make their debut in the coming months.
CREDITS
AGENCY:
Executive Creative Director: Tuki Ghiassi
Creative Director: Anton Marais
Agency Producer: Yousra Elharouni
Associate Creative Directors: Oussama Founi; Per Kristian Morck
Senior Copywriter: Pablo Tesio
Senior Art Director: Vinicius Maldonado
Art Director/Editor: Abdullah Samir
Art Director: Randy Balbon
Motion Designer: Louis Borniche
Senior Designer: Hamdan Muhsen
Senior Content Creators: Yousef Azhari; Joanny Chamorro
Senior Arabic Copywriter: Kamel Zeitouny
Arabic Copywriter: Abdulmalik Ghandoora
Content Producer: Leah Dunia
Business Lead: Jean Traboulsi
Business Director: Communications: Stuart Randall
Business Director: Media: Mazen Haddad
Senior Account Manager: Communications: Maria Nseir
Account Manager: Communications: Annouska Ruparell
Senior Content Manager: Maryam Audi
Manager Content: Tamara Beaino
Senior Manager: Performance Marketing: Harshayu Desai
Senior Executive: Media: Sara Soliman
CLIENTS:
Stellantis Middle East
Melhem Najm: Chief Marketing Officer - Stellantis Middle East & Africa
Nihar Anand: Stellantis Middle East Head of Brand Marketing Communications, RAM Middle East
Ziad Sunna: Stellantis Middle East Head of Social & Content Creation, Jeep Middle East
CGI & Post Production – KVs
RECOM & RECOM Blacksmith
Moreish – Production House – MAIN FILM:
Exec Producer: Rouba Asmar
Producer: Nadine Checkrallah
Director / DOP: Vladimir Ushakov
Editor: Nikolay Ivanov
Colorist: Alexander Zolotarev
Online: Invisible Post
Soundtrack: Yessian
