Ads depict trucks as these noble, precious things. They show earnest men clearing streets from fallen branches. Towing campers for some wholesome family fun. We see them plow, and haul, and drive.

But what about the people who light their own fireworks? While flying down a dirt road? Out the bed of their truck?

Truck brands weren’t talking to the tailgate warriors. The clearing snow with a flame thrower types. The ones that see a mechanical bull and say: hold my beer.

Enter: Nothing Stops Ram.