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FCA Goes All-in on Big Game Digital and Social Strategy


February 5, 2019 - This year, instead of advertising in the Big Game, FCA US debuted seven commercials online as part of its “Big Game Blitz” strategy. FCA debuted the seven videos across the Dodge, Jeep® and Ram brand digital and social channels, including YouTube, Facebook, Twitter and Instagram.

"The teams that get to the Big Game do it by breaking through. By breaking out. By making big plays at the right time and taking calculated chances. We’re no different,” Olivier Francois, Chief Marketing Officer, FCA US, said.

The seven videos that debuted across the Dodge, Jeep and Ram brand social channels can be viewed below:

“The Devil Went Down to Georgia”

The Dodge brand lineup of vehicles has arrived in Atlanta, Georgia. Dodge brand’s “The Devil Went Down to Georgia” was created in partnership with Doner Agency and Racing Cowboys.


"Roll Rams Roll"

Grammy-nominated rock group Greta Van Fleet’s “Highway Tune” is the backdrop to the Ram brand's video “Roll Rams Roll,” which features a herd of rams making their way across the nation to Atlanta, Georgia. Once they arrive, the ram herd is greeted by fellow Ram fans in the new Ram Heavy Duty truck. The Ram brand’s “Roll Rams Roll” video was created in partnership with Motive Group Inc.

“4th Quarter Fight”

The 60-second spot “4th Quarter Fight” pays homage to all of the hardworking people and off-the-field players that give everything they have, beyond the 15 minutes in the fourth quarter of a football game. Ram brand’s “4th Quarter Fight” was created in partnership with Highdive.

"Make Sure of It"

Building upon the Ram Truck brand’s “Next Generation” campaign, which focuses on instilling values and confidence in our children, the new long-form “Make Sure of It” video introduces Academy® Award-nominee Jeremy Renner as the new voice of the Ram Truck brand. The Ram Truck brand’s “Make Sure of It” was created in partnership with Doner. The “Next Generation” campaign was created in collaboration with Austin, Texas-based GSDM.

“Can’t Remember”

Which was your favorite spot? Ram brand’s “Can’t Remember” was created in partnership with the Dallas-based The Richards Group.

“More Than Just Words”

An illustrative narration of "The Star-Spangled Banner,” the song serves as the catalyst that takes viewers on an unexpected musical and visual odyssey, with images splashing across the screen representing the anthem's lyrics. Jeep brand vehicles embody the spirit of the brand through the pillars of freedom, adventure, authenticity and passion. The Jeep brand’s “More than Just Words,” directed by Mark Toia with music by OneRepublic, was created in partnership with Dallas-based The Richards Group.

Jeep brand’s ‘More Than Just Words’ attracts FCA record 106 million views

OneRepublic performs for Jeep brand’sOneRepublic performs for Jeep brand’s “More Than Just Words” video in lead-up to the Big Game (2019). Photo Credit: Brody Harper

The Jeep brand’s “More Than Just Words” video, has smashed the company’s record for most online views of more than 106 million. In addition to breaking company records for most views, “More Than Just Words” has been shared across Facebook, Twitter and YouTube more than 200,000 times cumulatively with more than 50,000 comments combined reflecting overwhelmingly positive sentiment from fans across social media.

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