Kentucky Derby: Horses, (Dodge) Rams, killing for silence

James Raia

For the second consecutive year, the Ram Truck brand continued its title as the Official Truck of Churchill Downs and the Kentucky Derby with a multi-faceted program dedicated to the 2011 Kentucky Oaks and Kentucky Derby horse races.

According to the official press release:

“From the moment Thoroughbred fans enter Churchill Downs they will be immersed in the Ram Truck brand via vehicle displays and work trucks in and around the track, gate crew staff uniforms, and Ram branded jockey pants.”

The best part of the partnership for Kentucky Derby viewers, just like in the Super Bowl or World Series, was arguably the sponsor’s commercials.

Ram Trucks had its share, including a spot called “Silence” with actor Sam Elliott doing the voice-over. Which, as it turned out, was ironic since the winning horse was “Animal Kingdom.”

The Dodge brand also introduced its new tagline: “Guts. Glory. Ram.”

Ram Trucks also had a national advertising presence in the Triple Crown race programs, as well as magazine and website advertising.

The 2011 Ram 1500 was named a Consumers Digest Best Buy and AUTOMOBILE Magazine All-Star.


Article Last Updated: May 7, 2011.

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