Ram Trucks: Crafted

Advertising Agency: The Richards Group, Dallas, TX USA
Creative Directors: Rob Baker, Jimmy Bonner
Art Director: Mike LaTour
Copywriter: Sue Batterton
Photographer: Andy Anderson
Published: October 2011

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4 comments

Nuntype's picture
Nuntype
73 pencils

I think I need to see this in person, really don't understand what's going on with the layout here. Does the top panel fold out? Is it a brochure? Is it just a regular spread split in two sections?

Helmet Chrome's picture
Helmet Chrome
260 pencils

Totally lost me on the connection between the layout and product, PS for PS sake?

That One Guy's picture
That One Guy
266 pencils

what's with the edges of the layout? it looks like the camera film or something.

CommandZ's picture
CommandZ
2453 pencils

I like the art direction. I love the headlines, but, these suffer from the usual Richard's Group hallmark, great on style, zero on substance, i.e. an IDEA. OK, so the headlines are done with screen printing/hot type blocks. Zero relevance to the product, but it sure looks cool. (Even cooler if it were still the 90's.) Same with the faux film edges on the photos, looks great, relates to the product how? Designed to win AD awards, not to move the needle on sales.

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