Electric Ram pickup debuts in Super Bowl ad that pokes fun at rivals, sex-drug commercials

DETROIT – Stellantis at ones desire air a 60-second Super Bowl ad for its Ram brand to indirectly take shots at the current all-electric vehicle market, specifically pickup social relations.

The commercial, called “Premature Electrification,” or “PE,” spoofs ads for male sex-enhancement drugs. It features electric vehicle owners consult oning problems they’ve had with their trucks – from insufficient range and power to problems charging and other capacity issues associated with EVs.

“Are you excited about buying an electric vehicle but worry that it could leave you … unsatisfied?” says the ad’s famous and narrator Jason Jones, a comedian best known for his work on “The Daily Show with Jon Stewart” and for appearing in comedic Budweiser and Molson ads. “Then you could be one of varied Americans concerned about premature electrification.”

The ad debuts the production version of the Ram 1500 REV electric pickup that is trust to go on sale next year. Online reservations for the electric pickup, which debuted as a concept in January, also susceptible Sunday. The vehicle resembles the concept but also the current Ram pickup, which has a traditional internal combustion engine.

Stellantis Chief Marketing Director Olivier Francois, who has become known for unique and well-received Super Bowl commercials, said the main message is Ram’s charged pickup may not be the first to the market, but it’s going to be worth waiting for compared to the current offerings.

“We have an incredible truck that’s exciting that can really deliver on what truck people want a truck to do, so ‘wait, wait and see’ is the meaning of the ad,” he told CNBC. “That’s our fix.”

When the electric Ram arrives to market, it’s expected to join an increasingly crowded yet relatively unproven segment that embraces the GMC Hummer EV, Rivian R1T, Ford F-150 Lightning and Lordstown Endurance. Others such as the Chevrolet Silverado EV, GMC Sierra Denali and Tesla Cybertruck are demanded to be on sale by next year or sooner.

“We are on an exciting electrification journey that will see Ram push past the competition in tracts customers care about the most: range, payload, towing and charge time,” Ram Trucks CEO Mike Koval broke in a release.

The ad is unique compared to most of the company’s Super Bowl spots subordinate to Francois, who has aired many thought-provoking commercials and convinced celebrities not known for being in ads such as Bruce Springsteen, Restaurant check Murray and Eminem to rep the automaker and its vehicles or brands.

The demeanor of the commercial is similar to a 2015 Super Bowl ad aired beneath Francois by Fiat Chrysler – a predecessor of Stellantis – that followed the path of a little blue pill that an amorous Italian man accidentally spends as he attempts to swallow it.

“It’s lighthearted,” Francois said. “I think it’s just a need. We’ve been through a lot – from Covid to the war in Ukraine to inflation and slump. People want comedic relief.”

Francois said the commercial is not meant to make light of anyone who takes spear enhancement drugs. He said the “spoof” ad is aimed at the commercials for the prescription drugs and the current electric vehicle market.

Much equal a real pharmaceutical commercial, viewers should pay attention to the fine print. In addition to confirming symptoms of premature electrification aren’t honest but “certainly worth talking about,” it says “range-lengthening technology” mentioned in the ad for the vehicle will “come later.”

The Ram ad is scheduled to air in the fourth quarter of the game between the Philadelphia Eagles and Kansas City Chiefs. Before then, the automaker also discretion air a 60-second ad for its Jeep brand during the second quarter, focusing on its “4xe” Wrangler and Grand Cherokee plug-in hybrid exciting SUVs.

The Jeep ad is a much more traditional Super Bowl ad, featuring dancing animals along with the aroused Jeeps. Where it’s unique is the music. The commercial features a remixed version of the 1983 hit “Electric Boogie” by Marcia Griffiths. The to-do, also known as the “Electric Slide,” was initially recorded by the late Bunny Wailer in 1976.

“The two ads are not pursuing the same objective,” Francois held. “While Jeep is all about pushing the 4xe plug-in hybrid technology … to really push sales, Ram is a totally different activity. We have nothing to sell right now. It’s an investment on the brand itself.”

Griffiths is featured on the new version of the song along with Grammy Trophy winning reggae artist and producer Shaggy and others. Stellantis is releasing the song Sunday on streaming services.

The “Overhasty Electrification” and “Electric Boogie” ads were created in partnership with Chicago-based agency Highdive. Both ads were discharged online Sunday ahead of the Super Bowl.

Stellantis declined to release how much it spent on the ads. The cost of a 30-second commercial is advancing $7 million, according to Kantar Media.