Most automotive brands gear marketing materials around a specific aesthetic, and that extends to the music utilized in TV commercials, too.
For Ram Trucks, the images in TV ads typically revolve around what the vehicles can mean for owners and their livelihoods. And the music choices aim to bring that message home with some common characteristics across all song choices.
In 2023, Ram’s two most-utilized songs have been Lainey Wilson’s “Heart Like A Truck” and Greta Van Fleet’s “Meeting The Master.” According to data from Songtradr, Wilson’s apt (for Ram) track – which is utilized in Ram’s “Heart” ad – has higher-than-average scores for both energy (63 out of 100) and danceability (59 out of 100). The song’s Spotify popularity peaked in April 2023 (at a score of 77 out of 100) when it was utilized on an episode of “American Idol,” but its popularity has stayed consistently above 70 over the last year. Key pop culture usage and Ram repetition help keep the song relevant for months on end, and cultivate brand affinity for Ram.
With “Meeting the Master,” Ram Trucks utilizes the song in various “For Every Season” ads around Memorial Day sales. Songtradr shows that the track scores highly for danceability (67 out of 100), but also hasn’t been used by TV series, movies or video games since its April 2023 release. It’s already at 69 out of 100 by Spotify popularity, with nearly 9.4 million Spotify streams in the timeframe. That number likely rises even more as Ram continues to use the song through the summer season.
Other Ram Trucks song choices also hit on similar characteristics. Last year, Ram used Chris Stapleton’s cover of “I’m a Ram” in partnership with the brand. The song scored a 64 out of 100 for danceability and 58 out of 100 for energy. Ram also used Cale Dodds’ “Livin’ That Good Life” last year – a song that scored even higher for energy (73 out of 100) and danceability (70 out of 100).
Ram’s focus on energy and danceability puts a spotlight on the brand aspects they want to emphasize and how they want consumers to visualize their brand, too. Threading common sound characteristics across ads helps Ram (and other brands) tell a larger story about itself, inviting consumers to join them on that journey by way of eventually purchasing a vehicle.
Data provided by Songtradr, the world's largest full-stack B2B music platform.
