Argonaut helps RAM Trucks say sorry, not quietly
RAM-Demption, is a new campaign from Argonaut for RAM brand that reintroduces the truck to a new generation, with swagger, speed, and a lot of self-awareness.
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RAM made a big mistake last year: it killed off the HEMI V8 engine. Drivers were pissed. Comment sections exploded. That’s when they called Argonaut to help break the news… that they were taking it all back.
RAM-Demption, is a new campaign from Argonaut for Stellantis’ RAM brand that reintroduces the truck to a new generation, with swagger, speed, and a lot of self-awareness.
This wasn’t a nostalgia play. It’s a brand reckoning, with blimps, burnouts, and a CEO who owns the mistake and then drives his way through it.
Shot with mostly practical effects, the spot opens on RAM CEO Tim Kuniskis himself. He takes full responsibility for the HEMI’s retirement, then jumps into the driver’s seat to bring it back, with donuts, drifting, and hot laps on a NASCAR track. He’s joined on screen by the full lineup of RAM’s new HEMI-powered trucks, plus monster trucks Raminator and Ramunition, flying through dirt jumps and fireball pyrotechnics.
Credits
View on- Agency Argonaut/San Francisco
- Production Company Reset
- Director Markus Walter
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Credits
View on- Agency Argonaut/San Francisco
- Production Company Reset
- Director Markus Walter
- Head of Production Jen Bilec
- Producer Maeliosa Tiernan
- Chief Creative Officer Hunter Hindman
- President Katie Miller
- Head of Creative Hemant Anant Jain
- Creative Director Katie Bourgeois
- Creative Director Earl Lee
- Copywriter Trey McMillan
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Argonaut/San Francisco
- Production Company Reset
- Director Markus Walter
- Head of Production Jen Bilec
- Producer Maeliosa Tiernan
- Chief Creative Officer Hunter Hindman
- President Katie Miller
- Head of Creative Hemant Anant Jain
- Creative Director Katie Bourgeois
- Creative Director Earl Lee
- Copywriter Trey McMillan
And that blimp? It’s real. The Goodyear blimp flew three days to appear over the set lit with the words “HEMI IS BACK,” captured live, not in post.
“Ram doesn’t follow playbooks, so from day one, we knew this had to be more than just a comeback," says Hunter Hindman, Founder and CCO of Argonaut. "It had to be a reckoning. We all knew the best solution would be to put CEO Tim Kuniskis in the hot seat, front and centre. No corporate gloss and no hiding behind brand spin. Just a man, a machine, and a promise to make it right. And to Tim’s credit, he didn’t blink. He got behind the wheel, lit up the tires, and brought the HEMI V8 back to Ram with all the swagger and zero apologies. That kind of fearless leadership didn’t just give us permission to go big. It demanded we do something no one could ignore.”
The spot also marks RAM’s official return to the NASCAR Truck Series after almost a decade away. Filmed at Darlington Raceway in South Carolina, the spot also features truck-world favourites Heavy D and Diesel Dave, nodding to the brand’s most loyal audience.
"This is a huge brand moment for Ram that had to be bold, high-impact and impossible to ignore,” said Lindsay Fifelski, Head of Advertising at Ram. “We worked with Argonaut to develop a campaign that roared as loud as a HEMI V8 and got our fans excited about Ram's return to NASCAR, and together we delivered something that’s undeniably Ram.”
