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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