Stellantis / Ram Trucks

As both the Art Director and Co-Writer for the Ram Trucks “Don’t Be a Guinea Pig” commercial, I played a pivotal role in shaping this campaign from concept to execution. Collaborating with the Ludwig Plus agency, I helped craft the narrative and visual direction for this humorous yet impactful ad, showcasing the innovative Ram 1500 REV and its distinct advantages over competitors.

The concept was pitched to Stellantis as part of their annual competition to create a Super Bowl advertisement, successfully securing the project against top advertising agencies across the United States. Stellantis sought a creative way to address concerns about being the last automaker to release an electric vehicle, emphasizing that some things are worth waiting for.

The campaign features Tim Robinson as the “Guinea Pig,” a comedic representation of the pitfalls of rushing to adopt first-of-their-kind products before they’re perfected. The ad effectively conveys Ram’s commitment to thoughtful innovation, combining humor with a powerful message about quality and reliability.

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