The Ram Trucks 'Boss' campaign series by Fiat Chrysler Automobiles targets Hispanic consumers living in the US. The inspiring commercials feature a Spanish-speaking narrator who talks about being his own boss, as well as others' perceptions about his life. While he is self-employed, the narrator explains that the idea of not answering to anyone is far from the truth when it comes to his day-to-day work life. He states that when work calls, one has to answer, and that one's job is never truly done. "In the spots, the driver and his Ram truck are allies and, at times, partners in overcoming challenges."
Houston-based ad agency Lopez-Negrete Communications created this commercial by diving into the automobile buying patterns of Hispanics -- most of which were found to be self-employed when compared to other demographics. Appealing to self-made small business owners in the fields of construction, agriculture, mining, and other skilled trades -- the Ram Trucks Boss ad pairs striking landscape imagery with scenes of a man who overcomes day-to-day obstacles more seamlessly thanks to his vehicle's capabilities.