RAM is redefining truck advertising with the launch of its bold new “Rex Torque” campaign, coinciding with the debut of its 2025 truck lineup in the Middle East—a region where performance and reliability hold paramount importance.
This fresh campaign introduces Rex Torque, a fictional yet witty and deadpan voice that reshapes the way trucks are perceived. Nihar Anand, Head of Marketing Communications for RAM at Stellantis Middle East, described the campaign as a game-changer: “When you’ve got a lineup this bold, it only makes sense to roll out a campaign that no one saw coming. Until now, the RAM brand has been relatively undefined in the Middle East. That changes today.”
The campaign marks a new brand positioning for RAM, ‘Trucks. It’s what we do.’ Developed in collaboration with Publicis Middle East, this positioning underscores RAM’s singular focus and expertise in trucks. As Anand humorously points out, “No sedans, SUVs, or hoverboards—just trucks.”
With a mix of humor and a smartly crafted script, the campaign departs from traditional truck advertising tropes. Tuki Ghiassi, Executive Creative Director at Publicis Middle East, emphasized the importance of Rex Torque’s character: “RAM’s iconic reputation in the U.S. hasn’t fully translated to the Middle East, until now. Rex Torque gives the brand a distinctive voice, opening up endless creative possibilities across all media platforms. It’s not just an integrated campaign—it’s a tailored storytelling experience that adapts to each medium, context, and proximity.”
Rex Torque, more an observer than a salesman, brings a fresh, humorous perspective to what trucks can achieve, both expected and unexpected. The campaign tagline, “You can with a RAM,” positions the trucks as more than just powerful vehicles—they’re enablers of ambition, breaking boundaries and exceeding expectations.
Melhem Najm, Chief Marketing Officer at Stellantis MEA, underscored the campaign’s regional significance: “The RAM brand needed something bold to stand out in the Middle East. The ‘You can with a RAM’ campaign is daring and memorable, resonating with the region’s can-do spirit. It’s not just about power; it’s about matching the ambition of a market that believes anything is possible.”
Launching with a 45-second hero film on social media and in cinemas, the campaign also includes 15-second spots for quick engagement, supported by out-of-home (OOH) advertising and radio placements.
The initial focus is on the RAM 1500 Rebel and Laramie models, with more additions to the lineup planned in the coming months. This multi-channel effort is set to establish RAM as a formidable presence in the Middle East’s truck market, delivering on its promise of performance, reliability, and a bold new attitude.
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