Dodge - Guts And Glory
Over the summer Dodge Ram's creative team decided to do a series of commercials, web design and print advertisements that would embelish the rough and gritty manliness of Dodge Trucks. The team decided on a rugged Old West theme which would tie in the grit, strength and danger of the time with the masculinity of their trucks. To tie the era with raw machine power Dodge decided to focus on the workhorse machine of the era, letter press and wood type. The commercial was shot at the International Printing Museum and ties an era with no automobiles seamlessly to the present with close shots of the machines at work, mimicking a modern day close up of pistons and belts in an under the hood car commercial.
Below is one of their commercial spots: