ram & foo fighters

The objective

Create a meaningful partnership between Foo Fighters and Ram Trucks centered around shared values and a decades-long connection that started with the band’s first touring Ram BandVan.


The original campaign was intended to run in 2020, but as plans shifted and timelines changed, so too did the creative approach.

The multimedia campaign, created in collaboration with Austin, Texas-based GSD&M, launched in May 2021, and included three videos spanning television, digital, and Ram social media channels. 

Soundtracked by Foo Fighters’ anthemic “Making A Fire,” the campaign kicked off with an extended 60-second version of “Rock Star” featuring Dave Grohl. As a tribute to the mentors and leaders who embody Ram truck owners, the video showcases everyday people helping kids with their struggles, while Grohl is seen driving his Ram 1500 and listing all the ways it takes to overcome obstacles on the path to rock stardom before humbly stating, “bringing out the very best of them, takes the very best of us.”

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.

the outcome

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 resulted in Ram’s highest-ever monthly sales and increased brand awareness, helping more people switch to Ram than ever before. The advertising campaign was awarded Silver from the 2022 MUSE AWARDS.

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