To launch the most capable truck in the Ram lineup, we decided to forgo the brand's typical approach to marketing (a dramatic baritone VO over shots of America's heartland) and do something they hadn't done in a long time — be funny. So, we focused on just one of the Power Wagon's colossal features, the 12,000lb winch and with that, the DIY-duo, the Winch It! Brothers were born.
In true informercial style, we added a working 1-800 number to the end of every video where callers were greeted with one of the longest phone trees ever created, including a few Easter Eggs, and the chance to win limited edition swag.
Role: ACD, Writer