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.
Writers of “Conclave,” “Say Nothing” Win Scripter Awards
The authors and screenwriters behind the film โConclaveโ and the series โSay Nothingโ won the 37th-annual USC Libraries Scripter Awards during a black-tie ceremony at USCโs Town and Gown ballroom on Saturday evening (2/22).
The Scripter Awards recognize the yearโs most accomplished adaptations of the written word for the screen, including both feature-length films and episodic series.
Novelist Robert Harris and screenwriter Peter Straughan took home the award for โConclave.โ
In accepting the award, Straughan said, โAdaptation is a really strange process, youโre very much the servant of two masters. In a way itโs an act of betrayal of one master for the other.โ He joked that โYou start off with a book that you love, you read it again and again, and then you end up throwing it over your shoulder,โ crediting author Robert Harris for being โso kind, so generous, so open throughout.โ
In the episodic series category, Joshua Zetumer and Patrick Radden Keefe won for the episode โThe People in the Dirtโ from the limited series โSay Nothing,โ which Zetumer adapted from Keefeโs nonfiction book about the Troubles in Ireland.
Zetumer referenced this yearโs extraordinary group of Scripter finalists, saying โprojects like these reminded me of why I wanted to become a writer when I was sitting in USCโs Leavey Library dreaming of becoming a screenwriter. If you fell in love with movies, or fell in love with TV, chances are you fell in love with something dangerous.โ
Special guest for the evening, actress and producer Jennifer Beals, shared her thoughts on the impact of libraries. โIf ever you are at a loss wondering if there is good in the world,โ she said, โyou have only to go to a... Read More