The Electric Ram pickup is featured in a Super Bowl ad that parodies competitors and NSFW advertisements.

• The Ram brand of Stellantis will use a Super Bowl ad to indirectly criticize the current all-electric vehicle market, particularly pickup trucks.
• The ad titled "Premature Electrification" parodies commercials for male sexual enhancement medications.
• The Ram 1500 REV electric pickup, which is set to hit the market next year, is showcased in a 60-second commercial.

The Super Bowl ad for Ram brand will indirectly criticize the current all-electric vehicle market, particularly pickup trucks.

An advertisement titled "Premature Electrification" (PE) parodies commercials for male sex-enhancement drugs. The video features electric vehicle owners discussing difficulties they have encountered with their trucks, including inadequate range and power, charging problems, and other potential problems associated with EVs.

Jason Jones, a comedian known for his work on "The Daily Show with Jon Stewart" and for appearing in comedic Budweiser and Molson ads, says in the ad that he is excited about buying an electric vehicle but worries that it could leave him unsatisfied. He then adds that many Americans share this concern about premature electrification.

The Ram 1500 REV electric pickup, which was unveiled as a concept in January, is now available for online reservations. The production version of the electric pickup is expected to hit the market next year. The vehicle closely resembles the concept but also features the traditional internal combustion engine of the current Ram pickup.

Olivier Francois, the Chief Marketing Officer of Stellantis, is renowned for his innovative and successful Super Bowl commercials. He stated that while Ram's electric pickup may not be the first to hit the market, it will certainly be worth the wait, surpassing the current options available.

Our electric truck is truly exceptional and meets the expectations of truck enthusiasts, so our message is "wait and see" until you experience it for yourself.

The electric Ram is predicted to enter a competitive market with established players such as the GMC Hummer EV, R1T, F-150 Lightning, and Lordstown Endurance. Additionally, the Chevrolet Silverado EV, GMC Sierra Denali, and Cybertruck are expected to be available for purchase soon.

Ram Trucks CEO Mike Koval stated in a release that the company is embarking on an electrification journey that will enable Ram to surpass its competitors in the aspects that matter most to customers, including range, payload, towing, and charge time.

Unlike most of the company's Super Bowl spots under Francois, the ad is distinctive, featuring thought-provoking commercials and persuading celebrities who are not typically associated with advertising to endorse the automaker and its vehicles or brands.

The commercial's attitude is reminiscent of a 2015 Super Bowl ad by Fiat Chrysler, now Stellantis, featuring an Italian man who accidentally drops a blue pill while trying to swallow it.

Francois stated that the tone of the content is lighthearted, explaining that it is likely a response to the stressors people have experienced recently, including the pandemic, war in Ukraine, inflation, and recession. He believes that people are seeking comedic relief to cope with these challenges.

Francois stated that the commercial is not intended to mock individuals who use male enhancement drugs. He clarified that the "spoof" advertisement targets the commercials for prescription drugs and the current electric vehicle market.

The ad for the vehicle mentions "range-lengthening technology," but it's important to note that this technology will be available at a later time.

Jeep and the ‘Electric Boogie’

In the fourth quarter of the game between the Philadelphia Eagles and Kansas City Chiefs, a Ram ad will be shown. Prior to that, a 60-second ad for the Jeep brand will be aired during the second quarter, highlighting the "4xe" Wrangler and Grand Cherokee plug-in hybrid electric SUVs.

The Jeep Super Bowl ad showcases dancing animals and electrified Jeeps, but what sets it apart is the music. The commercial features a remixed version of the 1983 hit "Electric Boogie" by Marcia Griffiths, originally recorded by Bunny Wailer in 1976.

François stated that the two ads have different objectives. While Jeep is promoting its 4xe plug-in hybrid technology to boost sales, Ram is focusing on building its brand through investment.

The new version of the song features Griffiths, Grammy Award winning reggae artist and producer Shaggy, and others. Stellantis is set to release the song on streaming services on Sunday.

The "Premature Electrification" and "Electric Boogie" commercials were produced in collaboration with Highdive, a Chicago-based advertising agency. These advertisements were made available online prior to the Super Bowl on Sunday.

According to Kantar Media, the cost of a 30-second commercial is approaching $7 million, but Stellantis did not disclose how much it spent on the ads.