Motive USA and Flux Animation NZ take Ram to the Super Bowl

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AUCKLAND, Today: To make a splash during Super Bowl 53 and capitalise on the fact that the brand shares its name with one of the teams in the game, American truck brand Ram teamed up with their creative agency Motive Colarado and Flux Animation Auckland to celebrate the road to the Big Game.

The result: a format-breaking 45-second ad featuring the new Fiat/Chrysler Ram HD 3500 and a cadre of huffing, puffing, nation-traversing bighorn rams.

The spot follows this herd of imposing animals—created entirely in CGI by Flux Animation—as they race across America en route to Atlanta, host city of this year’s Super Bowl. Along the way, they come face-to-face with the Ram HD 3500 and converge with it for the final leg of their journey.

Flux Animation CD Laban Dickinson said: “Of course, creating a piece of content like this—in support of a single NFL team—requires a spectacular leap of faith.

“This was an opportunity for Flux on a global stage so it was a no-brainer to go all in, and we are really happy with the result.”

‘That’s why we produced two endings to the spot – each designed to mimic the real-time outcome of the NFC championship game – and giving the brand flexibility to deliver a piece of creative that is truly of-the-moment.

“We worked with the Ram brand and their creative agency Motive on this amazing project, working to a solution based approach to ensure we could pull this campaign together in eight weeks.

“This was an opportunity for Flux to be on a global stage so it was a no brainer to go all in, and we are really happy with the final result.”

Forty-eight hours after its online launch Youtube views for the campaign have exceeded six million.


Fiat Chrysler America Chief Marketing Officer: Olivier Francois
FCA, Head of Brand Advertising: Marissa Hunter
FCA, Head of Advertising: Jeff Summers
Creative Agency: Motive
CEO: Matt Statman
President: Krista Nicholson
Executive Creative Director: Greg Hadden
Group Creative Director: Spencer Trierweiler
Head of Production (Agency): Aragorn Fenton
Senior Account Manager: Kieran Anderson
Editor: Henrik Boes
Production Company: Flux Animation
Director: Laban Dickinson
Executive Producer: Joshua Forsman
3D Artist: Jeremy Ball
3D Artist: Conrad Crooks
3D Artist: Chaz Holland
3D Artist: Lucuis Koh
3D Artist: Jonathan Paccou
3D Artist: Adrian Rogers
3D Artist: Layla Vishku
3D Artist: Nicholas Glasson
3D Artist: Joe Helmore
3D Artist: Leonardo Lin
Designer: Bonita Sidhu
Designer: Peter Baustaedter
Compositing: Cause and Effects
Colourist: Pete Ritchie

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