You’ve heard of a purpose built truck. Now there’s a purpose built song. Country music star Miranda Lambert has joined forces with Ram Truck to launch a new campaign complete with a custom “Roots and Wings” song Lambert wrote exclusively for the campaign.

“Ram has become the fastest growing truck brand by challenging the status quo, and our partnership with Miranda Lambert does just that,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “Building a new marketing campaign around the hugely successful and popular country music artist, and her original song inspired by the characteristics of our brand, is a first for Ram. It is courageous, just like Ram and Miranda. It will broaden the appeal of both of our brands beyond our core audiences as we connect with our respective fans in new, meaningful ways.”

The campaign includes television, print, digital, social media and long-form video elements and is the next phase of the partnership between Lambert and Ram first announced in November. The new creative, breaking this week on various network and cable channels, coincides with Lambert’s current “Certified Platinum Tour” and includes cross-promotion and branding at many concert venues.

“I am very inspired by what the Ram brand stands for – being who you are, working hard, staying true to your roots,” Lambert said. “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.”

To see video from the campaign, visit youtube.com/ramtrucks.

image courtesy of Ram Truck