We open on a man who gets out of his vehicle and then rams his head into a parking meter, knocking its top off. Next an anchorwoman tells us of a recent “Ram Rash” outbreak that has people behaving abnormally. The newscast cuts to a field reporter who points out that the rash is in the shape of the Ram logo on the Dodge Ram. Field scientists are examining the vehicle logo as an entire scene unfolds behind the reporter. A man with the Ram Rash rams one of the scientists and drives off with the new Dodge Ram car.
Titled “Field Report,” this is the centerpiece of a Web-only campaign designed to appeal to a younger, more contemporary international audience than Dodge typically attracts. The viral fare can be found on ramrash.com.
The viral package of commercials–created to introduce the Dodge Ram to the European market–was directed by Paul Cotter of Z group films, Venice, Calif., and Chicago, for BBDO Detroit in Troy, Mich. The rest of the campaign consists of “Wedding,” “Grandma,” “Waiter” and “Bathroom.”
The latter is a bit of a misdirect as we see an attractive woman rubbing lotion on her legs. Then the camera reveals the Ram Rash on the woman’s backside–it almost looks like a tattoo with attitude. Indeed the woman has attitude. She drops the bottle of lotion and as she bends over to pick it up, her head rams the sink. She slowly rubs her head and looks up to discover she’s smashed the side of the porcelain sink to pieces. How’s that for Ram tough?
Similarly in “Wedding,” a priest gives a couple his final blessing at the altar. The groom lifts the veil from the bride’s face to reveal the Ram Rash on the woman’s cheek. The bride then rams her head into the hubby’s, knocking him unconscious. She picks the groom up, throws him over her shoulder and walks back up the center aisle and out of the church.
In “Grandma,” a young woman is weighted down by bags of groceries she’s carrying. Her hands are full, making it impossible for her to open her grandmother’s apartment door. The lass knocks repeatedly on the door, but the grandma seems oblivious. However, all is not lost as we spy the Ram Rash on the young lady’s leg. She rams the door with her head, knocking it flat–unfortunately in a bit of dark humor, the grandma–who finally came to answer the knocking–is now beneath the door.
And in “Waiter,” a Ram Rash-bearing waiter rushes to the rescue of a restaurant customer who is choking on a piece of meat. The waiter dives across several tables, flips through the air and saves the diner’s life, dislodging the obstruction from the man’s windpipe.
Visitors to ramrash.com not only can view the spots but also have access to games, screensavers and wallpaper featuring the Ram logo.
The BBDO Detroit ensemble on the viral commercials consisted of creative director/copywriter Terry Ayrault, creative director/art director Don DeFilippo, executive producer Hugh Broder and producer Kelly Radyko.
Dan Zigulich executive produced for Z group, with Suzy Dufour producing “Wedding,” “Grandma,” “Waiter” and “Bathroom, and Cory Berg serving as producer on “Field Report.”
Hernan Otano was the DP on “Field Report.” The other spots were lensed by DP Eric Haas.
Scott Bakkila of Forest Post, Farmington Hills, Mich., served as both editor and colorist. Audio post mixer/sound designer was Forest Post’s Jeff Buikema.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More