Women are Ram tough. That’s the message from Ram Truck’s newest commercial “The Courage is Already Inside” featuring women doing hard things. It’s a well-produced and welcome message in the usually testosterone-obsessed truck segment. (Dodge has even produced some negative portrayals of women, notably in its Charger commercial during Superbowl 2010.)

As many of you readers of my blog know, I am a car-lovin’ gal, and so whenever there’s a convergence of great branding and car stuff, I’m all ears and eyes.  This new ad from The Richards Group agency caught my attention. Directed by Jaci Judelson, the spot breaks new territory in car marketing to women. Judelson’s images are gritty, nuanced, and human. She has worked on Dove’s “Real Women” series, among other commercial ventures, and directed the new Sundance series Single Stories.  Marketing to women has come a long way.  And by positioning this brand to appeal to strong-minded women and men, Ram is leading the charge.

Amy DeLouise is a nonfiction Director/Producer and consults and speaks on branding, marketing, and digital storytelling. Join her with fellow speakers at GVExpo December 1st and 2nd at the Washington DC Convention Center.