Man of Steel Ram
The customized Ram PowerWagon was parked at the end of the red carpet premiere of Man of Steel at Lincoln Center last week, as if to emphasize the point: Hello, tough guy. Outfitted in krypton gray — ceramic gray that is — the grille is spruced up with red accents, and the supreme aesthetic is complimented with Superman emblems in lieu of Ram logos. Russell Crowe and Amy Adams slipped by without pausing for pictures, but then that might have seemed forced. The new take on Superman is set in the past, so the flashy Superman Ram wasn’t authored in the script, but made to complement the man of steel’s super attributes.
“It’s the first opportunity for Ram in a feature film,” said Marissa Hunter, head of advertising for the Ram brand. She name checked the parallels between her trucks and Superman: “strong, capable, action-oriented.” The custom truck launched along with the Ram commercial in which Man of Steel star Henry Cavill blasts through the skies. The long voice over exclaims “Everyone has the ability to do something amazing. Some just do it on a more regular basis.”
DC Comic artist Shane Davis has also partnered with Ram on the print campaign, using the same text. The truck is likely to be auctioned off later this year, Hunter said.