The Ram Truck brand celebrates the hard work, dedication and courage it takes to succeed in a new 60-second commercial airing this Saturday, May 2, in the 141st Running of the Kentucky Derby telecast on NBC, as part of the brand’s multi-tier sponsorship of Churchill Downs and the Kentucky Derby.
“Courage is Already Inside” salutes the character of strong women who have met and overcome many challenges on the road to achieving their goals, including two-time Kentucky Oaks winning jockey Rosie Napravnik.
“True to the stand apart from the pack determination of the Ram truck brand, we wanted our Kentucky Derby advertising to once again make a difference and start a conversation,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “Women are emerging as leaders and influencers in traditional male-dominated fields, including horse racing. They also make up more than 11 percent of the truck buying market and influence an even greater number of purchases. For these reasons, instead of focusing on women and their trucks in our ad, we chose to proudly celebrate the achievements of those committed to giving everything they’ve got to all they do. ‘Courage is Already Inside’ is an inspirational salute to women who have overcome the ‘nevers’ they often hear while striving to chase their dreams.”