Miranda Lambert recently wrote a song that had no intention of going on one of her albums. Instead, it was specifically Dodge Ram’s new commercial campaign. The song, “Roots and Wings,” will be the staple sound for a series of commercials that will be used on multimedia platforms including television, digital and social media. This is the first step in the new partnership between Lambert and Dodge, which was made official back in November of 2014.
What makes this sponsorship especially authentic is they are using staples in Lambert’s real life to build on. Locations and family photos will be used to help build that image.
I am very inspired by what the Ram brand stands for — being who you are, working hard, staying true to your roots. I wanted to write a song that would represent all of those things. “Roots and Wings” is personal to me about where I come from and where I am going. The guys at Ram really made the lyrics come to life with the imagery and I hope it speaks to people the way it does to me.
Robert Hegbloom, President and Chief Executive Officer, Ram Brand, FCA – North America – adds:
In our very first meeting we saw the connections between her core values and those of the Ram Truck brand — common traits like hard working, determined, goal-oriented, tough and a driving purpose to perform brilliantly at the highest levels. She’s been around trucks her entire life, from being born on a farm to owning a ranch now, and she lives her life by her own rules just like so many of our Ram Truck owners.