By Steven Symes 
The Ram Trucks Super Bowl commercial was a weird one this year and yet at the same time is incredibly forgettable. It’s a sad departure from great commercials in years past, as was the Jeep Super Bowl commercial. In the meantime, Dodge was noticeably absent from the big game, which doesn’t bode well.
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Back to Ram and its TV spot, which starred actor Glen Powell. Ever since he starred in Twisters last summer and teamed up with Ram to promote the brand since its trucks are featured in that movie, the two have formed an interesting partnership.
We don’t think Powell’s a bad actor, so his skills, which can range from dramatic to comedic, were honestly wasted in this commercial. It wasn’t all bad, just the ridiculous retelling of the Goldilocks story using pickups could’ve been executed at a much higher level.
Ram missed the opportunity to do something really clever, instead opting for a more slapstick and lazy approach. That’s on-point considering what’s happened to it, Jeep, and Dodge under the new Stellantis banner – mediocrity has become the new standard.
And while Ram hired movie director David Leitch to direct the 60-second spot, the man known for John Wick and Bullet Train could only work with the script and concepts provided. He did well enough with some great cinematography and Powell put in his all for the camera. But neither one could save a boring, trite script.
After all, if you’re going to retell the Goldilocks story, you really have to stick the landing, because it’s been done over and over. The script tried to win everyone over with some humor, which it was funny, but not that funny. We think most will have forgotten the whole thing by St. Patrick’s Day.
But plenty of people still remember Ram’s “So God Made A Farmer” commercial narrated by the late Paul Harvey. That was an incredible commercial. This one was okay yet forgettable. The saddest part is that’s the direction Mopar is going in general lately. Something needs to change, fast.
Image via Stellantis