RAM | FOO FIGHTERS

In 2019, Foo Fighters and Ram Trucks crossed paths because of G7’s connection to Ram and its BandVan program, which celebrates hardworking bands like Foo Fighters who themselves started out in a Ram van on their first tour more than 25 years ago. 

Through a partnership brokered by G7, Foo Fighters teamed up with Ram to pay homage to everyday heroes with the launch of a new multimedia campaign, “Spotlight,” which included three new videos spanning television, digital and Ram brand social media channels. Soundtracked by the band’s hit “Making A Fire,” the campaign, created in collaboration with Austin-based GSD&M, kicked off in May 2021 with a series of 60 and 30-second spots featuring and narrated by frontman Dave Grohl.

More than just a campaign, the partnership connected with some of the band and brand’s biggest moments that year, including: media appearances, the launch of the band’s 10th studio album, the premiere of Grohl’s film What Drives Us, and the launch of Ram's BACK TO LIVE TOUR, which helped up-and-coming bands hit the road again by lending them Ram ProMaster vans. 

Ram’s media spend helped cement the status of Foo Fighters as the most-played act on Rock Radio in 2021 and helped “Making A Fire” become the band’s 11th #1 Billboard single. The campaign also contributed to the highest-ever monthly sales for Ram and led to increased brand awareness, helping more people switch to Ram than ever before. The advertising campaign was awarded Silver from the 2022 MUSE AWARDS.