Electric Ram pickup debuts in Super Bowl ad poking fun at rivals – and male sex-drug commercials

DETROIT – Stellantis volition aerial a 60-second Super Bowl advertisement for its Ram marque to indirectly instrumentality shots astatine the existent all-electric conveyance market, specifically pickup trucks.

The commercial, called "Premature Electrification," oregon "PE," spoofs ads for antheral sex-enhancement drugs. It features electrical conveyance owners discussing problems they've had with their trucks – from insufficient scope and powerfulness to problems charging and different imaginable issues associated with EVs.

"Are you excited astir buying an electrical conveyance but interest that it could permission you ... unsatisfied?" says the ad's prima and narrator Jason Jones, a comedian champion known for his enactment connected "The Daily Show with Jon Stewart" and for appearing successful comedic Budweiser and Molson ads. "Then you could beryllium 1 of galore Americans acrophobic astir premature electrification."

The advertisement debuts the accumulation mentation of the Ram 1500 REV electrical pickup that is expected to spell connected merchantability adjacent year. Online reservations for the electrical pickup, which debuted arsenic a conception successful January, besides unfastened Sunday. The conveyance resembles the conception but besides the existent Ram pickup, which has a accepted interior combustion engine.

Stellantis Chief Marketing Officer Olivier Francois, who has go known for unique and well-received Super Bowl commercials, said the main connection is Ram's electrical pickup whitethorn not beryllium the archetypal to the market, but it's going to beryllium worthy waiting for compared to the existent offerings.

"We person an unthinkable motortruck that's electrical that tin truly present connected what motortruck radical privation a motortruck to do, truthful 'wait, hold and see' is the meaning of the ad," helium told CNBC. "That's our pitch."

When the electrical Ram arrives to market, it's expected to articulation an increasingly crowded yet comparatively unproven conception that includes the GMC Hummer EV, Rivian R1T, Ford F-150 Lightning and Lordstown Endurance. Others specified arsenic the Chevrolet Silverado EV, GMC Sierra Denali and Tesla Cybertruck are expected to beryllium connected merchantability by adjacent twelvemonth oregon sooner.

"We are connected an breathtaking electrification travel that volition spot Ram propulsion past the contention successful areas customers attraction astir the most: range, payload, towing and complaint time," Ram Trucks CEO Mike Koval said successful a release.

The advertisement is unsocial compared to astir of the company's Super Bowl spots nether Francois, who has aired galore thought-proving commercials and convinced celebrities not known for being successful ads specified arsenic Bruce Springsteen, Bill Murray and Eminem to rep the automaker and its vehicles oregon brands.

The demeanor of the commercialized is akin to a 2015 Super Bowl advertisement aired nether Francois by Fiat Chrysler – a predecessor of Stellantis – that followed the way of a small bluish pill that an amorous Italian antheral accidentally loses arsenic helium attempts to swallow it.

"It's lighthearted," Francois said. "I deliberation it's conscionable a need. We've been done a batch – from Covid to the warfare successful Ukraine to ostentation and recession. People privation comedic relief."

Francois said the commercialized is not meant to marque airy of anyone who takes antheral enhancement drugs. He said the "spoof" advertisement is aimed astatine the commercials for the medicine drugs and the existent electrical conveyance market.

Much similar a existent pharmaceutical commercial, viewers should wage attraction to the good print. In summation to confirming symptoms of premature electrification aren't existent but "certainly worthy talking about," it says "range-lengthening technology" mentioned successful the advertisement for the conveyance volition "come later."

The Ram advertisement is scheduled to aerial successful the 4th fourth of the crippled betwixt the Philadelphia Eagles and Kansas City Chiefs. Before then, the automaker besides volition aerial a 60-second advertisement for its Jeep marque during the 2nd quarter, focusing on its "4xe" Wrangler and Grand Cherokee plug-in hybrid electrical SUVs.

The Jeep advertisement is simply a overmuch much accepted Super Bowl ad, featuring dancing animals on with the electrified Jeeps. Where it's unsocial is the music. The commercialized features a remixed mentation of the 1983 deed "Electric Boogie" by Marcia Griffiths. The song, besides known arsenic the "Electric Slide," was initially recorded by the precocious Bunny Wailer successful 1976.

"The 2 ads are not pursuing the aforesaid objective," Francois said. "While Jeep is each astir pushing the 4xe plug-in hybrid exertion … to truly propulsion sales, Ram is simply a wholly antithetic thing. We person thing to merchantability close now. It's an concern connected the marque itself."

Griffiths is featured connected the caller mentation of the opus on with Grammy Award winning reggae creator and shaper Shaggy and others. Stellantis is releasing the opus Sunday connected streaming services.

The "Premature Electrification" and "Electric Boogie" ads were created successful concern with Chicago-based bureau Highdive. Both ads were released online Sunday up of the Super Bowl.

Stellantis declined to merchandise however overmuch it spent connected the ads. The outgo of a 30-second commercialized is approaching $7 million, according to Kantar Media.