(November 26, 2010) The Ram Truck brand is celebrating its recent win at the Texas Truck Rodeo, an annual competition organized by the Texas Auto Writers Association, with an all-new regional marketing and advertising campaign. The “Truck of Texas” win reaffirms the capability, power and refinement found in the Ram Truck brand lineup.

Not only did the 2011 Ram 1500 win the coveted title, “Truck of Texas,” the Ram Truck brand also swept every category it entered, securing wins for newly-introduced Ram Laramie Longhorn as “Luxury Pickup Truck of Texas,” Ram 1500 Outdoorsman as “Full Size Pickup Truck of Texas” and Ram Power Wagon as “Heavy Duty Pickup Truck of Texas.”

The fully integrated “Truck of Texas” campaign is aimed squarely at full-size and heavy-duty truck buyers in the Lone Star State, also known as the truck capital of the world.

“The truck market in Texas is as competitive as it gets,” said Fred Diaz, President and CEO – Ram Truck Brand, Chrysler Group LLC and a native Texan. “These awards help differentiate the Ram Truck brand from the competition and helps to place us at the forefront of Texans’ truck-buying, decision-making process. We are honored by our recent wins at the Texas Truck Rodeo. This all-encompassing win will give true Texas truckers further reason to get behind the wheel of one of our Ram trucks to see for themselves.”

With the new campaign, the Ram Truck brand emphasizes how Texas truck buyers and Texas auto journalists are a demanding bunch — and how Ram pickups answer the call. The radio spot, “Three Favorite Words,” highlights Ram’s numerous wins at the Texas Truck Rodeo:
…in fact, every category Ram entered, Ram won. Hands down. Turning heads among experts who know and drive trucks for a living. But what really matters is why? Ask those Texas auto writers and you’ll hear words like “outstanding on- and off-road handling, beautiful styling, fuel efficiency and value.” They sure do have a way with words. Including our three favorites: “Truck…of…Texas.”

The “Truck of Texas” 30-second TV spot highlights Texans high expectations for their trucks and that Ram can blow them out of the water. Titled “Undeniable,” the distinctive voice-over states “In Texas, you judge a truck by what it can do, not by what it says it can do…” The clip goes on to highlight each distinctive win at the Texas Truck Rodeo providing undeniable evidence of Ram Truck capabilities.

The TV campaign will run through the start of 2011.