What started out as a :30 TV 2021 Super Bowl rip for Ram Trucks turned into a new business pitch for the largest black rodeo in the nation.
The first TV spot shows the rip for the Super Bowl. Ram decided not to run a big game ad that year due to a sales dip from a lack of chips. We asked their permission to use this as a pitch for the largest black rodeo in the nation and they agreed. We pulled footage from the first black rodeo hosted in New York City from the documentary, "First Black Rodeo." The ending of the ad depicts how Ram has stood behind many black rodeos for decades and we would broadcast photos of cowboys and cowgirls all over the buildings where the First Black Rodeo took place in New York with a Ram Truck driving through the streets at the end as a final salut.
The rest of these pieces include spec work for a new business pro bono pitch for the largest traveling black rodeo in the USA. We had one introductory meeting at the Fort Worth rodeo but, unfortunately, the potential client was too busy to meet and see the work.
AD: Michal Lauren Kumpf
CW: Chad Berry
ECD: Sue Batterton
