GreenLight

Dodge Ram

• Client: The Richards Group
• Project: Dodge Ram TV commercial
• Task: Clear use of Muhammad Ali and Albert Einstein

The Richards Group agency was tasked with spotlighting Chrysler’s new Ram brand. An unusual saturation method was employed — the ad ran 190 times in prime time across several major TV networks. The spot, titled “Manifesto,” used a montage of still photos with voice-over. “Brains and brawn” were used to describe the truck, so the natural image choices were Albert Einstein and Muhammad Ali. Because of GreenLight’s knowledge, experience, and existing relationships with the Ali and Einstein estates, we were able to clear the rights to these images within the incredibly tight deadline of four business days.