Terry Crews Fronts Ram's Bold College Football Marketing Push as HEMI V-8 Demand Surges

Ram is making waves in the automotive and sports marketing space with a star-studded campaign that taps into college football’s cultural moment. The truck brand has enlisted actor and entertainer Terry Crews to spearhead a season-long advertising initiative that spans broadcast commercials, social media content, and digital channels throughout the 2025 college football season.

The campaign centers on an original fight song penned by Crews himself, dubbed the “Epic Launch” anthem. In a nod to his iconic comedic performance from the cult classic film “White Chicks”—where he famously sang Vanessa Carlton’s “A Thousand Miles”—Crews reprises his musical talents inside a Ram 1500, this time celebrating the truck’s performance capabilities and brand heritage.

Campaign Rollout and Creative Execution

The initiative kicked off during college football action this past weekend with a high-energy video production. The spot features a “Ramified” football stadium transformed into an action-packed showcase where Ram trucks take center stage, complete with monster truck displays, pyrotechnics, and raucous fan energy. Crews, decked out in patriotic red, white, and blue attire and channeling his inner Ram mascot, plants the brand flag while leading audiences through his original fight song.

Penn State quarterback Drew Allar makes a notable cameo appearance in the campaign, further cementing the connection between professional entertainment and college athletics. The multicultural extension for Hispanic markets underscores Ram’s broad outreach strategy.

Strong Market Performance Driving Momentum

The timing of this marketing surge aligns perfectly with exceptional commercial performance. The HEMI V-8 engine, which made its triumphant return to the Ram 1500 lineup beginning with 2026 model-year trucks, has generated unprecedented demand. Early production units have been moving at a brisk pace, with dealerships reporting average sell-throughs in just five days—a testament to consumer appetite and brand loyalty.

Ram’s retail sales climbed 26% during Q3 2025, while light-duty trucks across the broader segment saw a 10% year-over-year uptick. This growth trajectory reflects successful product innovation and effective market positioning against competitors.

Product Innovation and Warranty Leadership

The new HEMI V-8 powertrain represents a flagship engineering achievement, delivering the power and performance that truck buyers crave. Complementing this engine revival, Ram introduced America’s most comprehensive full-size truck and van powertrain warranty—a 10-year/100,000-mile limited coverage that signals the brand’s confidence in long-term vehicle durability. This extended warranty addresses evolving buyer preferences for lengthier loan terms and long-term ownership commitments.

Beyond powertrain advances, Ram continues differentiating itself through a robust lineup. The Ram 1500 RHO offers best-in-class off-road performance value, while the truck family includes commercial-grade options like the Chassis Cab series and ProMaster vans designed for professional and commercial upfitting applications.

Strategic Marketing and Brand Positioning

According to Ram leadership, this college football campaign embodies the same bold, creative approach that defines the truck brand’s product engineering. The campaign was developed through a partnership between Ram and creative agency Doner, blending entertainment authenticity with automotive performance storytelling.

Olivier Francois, global chief marketing officer at Stellantis (Ram’s parent company), emphasized that the initiative celebrates fan loyalty while reinforcing Ram’s competitive advantages. Tim Kuniskis, Ram CEO, highlighted how the campaign delivers what customers seek: authenticity paired with undeniable power, executed with unexpected creative flair.

Terry Crews himself noted his genuine enthusiasm for both college football and Ram trucks, stating that bringing the concept to life proved both creatively satisfying and personally resonant. His involvement bridges entertainment and automotive culture in a way that elevates brand visibility across demographics.

Market Outlook and Competitive Position

Ram’s acceleration in retail sales, combined with strong HEMI V-8 demand, positions the brand favorably within the competitive full-size truck segment. The comprehensive warranty offering, diverse product range—from the compact Ram 700 to the heavy-duty 5500 Chassis Cab—and commitment to electrified and performance variants signal a multi-pronged growth strategy.

As college football reaches peak viewership and fan engagement, Ram’s season-long marketing presence ensures sustained brand exposure to a highly engaged demographic. The synergy between entertainment (Terry Crews), sports (college football), and product performance (HEMI V-8, powertrain innovation) creates multiple touchpoints for consumer awareness and consideration.

This campaign represents more than standard automotive advertising; it’s a cultural moment that intertwines entertainment value, sporting tradition, and automotive prowess in ways that resonate with Ram’s target audience.