INSITE OOH Media Platform

Ram makes its return to Dubai’s automotive Out-of-Home scene with the Ram 1500 range, marking the brand’s second independent campaign in the region following their debut campaign from September 2024.

The hoarding showcases the Ram 1500 lineup set against a rugged desert terrain, positioned in a commanding forward formation with headlights cutting through dust and darkness. The convoy-style arrangement is deliberate, as by aligning the trucks in a tight, progressive stance, the visual communicates dominance, unity, and leadership. It suggests movement with intention rather than mere presence, reinforcing the campaign’s central message. The darker and more rugged aesthetic allows the formidable spirit of the Ram to take center stage across Dubai’s highways.

Bilingual copy further strengthens the execution. The use of both Arabic and English reflects clear audience awareness within Dubai’s diverse automotive market. The headline, “Lead with Purpose,” associates the visual with a message that echoes strength, direction, and control, qualities associated with the Ram 1500 ownership experience. The offer communication in the visual is delivered with clarity and confidence. A five-year warranty paired with an all-inclusive service package offering savings of up to 25,000 dirhams, which places tangible value front and center. 

Rather than adopting a promotional tone, Ram presents its offering with assertiveness, allowing the scale of the benefits provided and the strength of the cars to speak for themselves, marking a high-impact return for Ram in Dubai’s OOH scene. It is also worth noting that Ram is an independent company from Dodge, as Chrysler split Dodge and Ram into two separate companies in 2009.
For more information about Ram's various campaigns, make sure to visit our Instopedia.