RAM wanted to use their Superbowl 2022 spot to hype an electric truck that wouldn’t release for another two and a half years.

I developed this idea as a cheeky but family-friendly way to announce the truck during the Superbowl, riffing on the idea of being “gas free.” It was pitched to the Stellantis team who loved it but in the end, they went with the agency who handles their TV spots. Perhaps this is uncouth to mention, but the concept they ended up using was pretty similar to this one. But notably, much less funny and family-friendly.

Agency: Razorfish.