What made this action so creative? When drivers are in a parking lot, they have direct and indirect relations with other vehicles. In this environment, we created an “obligatory” ramp on the route into the lot which elevated a traditional passenger car to the same height as a DODGE RAM, which just happened to be parked at that very same moment right next to the ramp, making the comparative dimensions palpable.

The requirement of the campaign was to demonstrate the product’s principal attributes: size and durability. This media strategy resulted in a highly cost-effective action, since, in effect, the public experienced an indirect “test drive” and in the same action, were introduced to the vehicle.