Dodge / The Richards Group


Prologue’s Dodge Ram commercial is an appeal to the nobility of the Dodge brand. As a series of trucks, Dodge Rams are likely to be seen covered in dirt from frequent use by their owners. Prologue took this common knowledge and turned it into a point of pride, by comparing the dirt to grease and sweat from a hard-working machine. These marks of dirt are a badge of honor, representing the guts and glory of owners who aspire to achieve. Using only representative imagery, Prologue creates a compelling truck commercial by selling the ideals of the potential owner, without needing a visual of the actual product.