Rural life is detailed in Karen Lavender's RAM trucks film

Aiming to take the "rough and tumble man’s world" of farming in the US and "bring in a feminine sensibility, a human touch, without being obvious about it", LiveTribe director Karen Lavender's 'crafted realism' commercial for RAM trucks is both heart-warming and compelling.

Speaking to both business owners and farmers, the film paints a evocative picture of the pride and struggles associated with the rural way-of-life, as well as showcasing the way a nice big truck can make it a little better.

“These are people who grow stronger with every challenge they face,” Lavender comments. “They not only use their RAMs to run their businesses today, but they are setting up the next generation to succeed tomorrow. While many face the same challenges as city-dwellers, their livelihoods hinge on good weather, fertile soil, and stable markets. This lifestyle is the legacy a new generation inherits, for in their blood is a passion for farming, and a century’s worth of traditions—all of which is supported by the RAM trucks that help them get the job done. We wanted to celebrate the tradition of the family farm, and the innovation of the heartland. RAM trucks are integral to this way of life.”