Traditional camaraderie among young men engaged in manual labor in the great outdoors. Hard to get more manly than that. But for good measure, toss in a voice-over delivering this rugged-individualist message:
"Some people say... you can't keep doing the same thing and expect great results. We're not some people."
Heck, a beer commercial with this approach could've been made thirty years ago, right?
Take a look...
More young men, another log cabin needing to be built. Where else? Up in the mountains. And to top it off, Mister Masculinity, Sam Elliot, once again with another we're-not-like-everybody-else message:
"While most families bring the tree to the house, Ram families bring the house to the tree."
Guts. Glory. Ram.
But this ad couldn't have been made twenty years ago. The truck's too new.
It is not.
The most important would be the dramatically positive sales trends both Ram trucks and Coors Banquet beer have enjoyed for a good long time now behind their decidedly masculine campaigns.