DETROIT (WWJ) – Fiat Chrysler is moving beyond the Superbowl when it comes to running unique ads.

“Praise” is the name of a dramatic and emotional 90-second TV commercial for the Ram brand that will air during Thursday’s Detroit Lions game, other football games and coverage of the Macy’s Thanksgiving Day parade.

It’s Thanksgiving tribute to working people.

“Appropriately airing on Thanksgiving Day when families across the country take time to reflect and give thanks, ‘Praise’ is the Ram brand’s tribute to hard-working Americans and the story of people who are the backbone of our country,” said Olivier Francois, Chief Marketing Officer, FCA – Global, in a media release. “Just as the brand paid homage to American farm families a few years back during a Super Bowl telecast, we always look for opportunities to build unique, impactful creative around a defining cultural moment that allows us to reach large audiences in a very effective way. ‘Praise’ adheres to our marketing mantra of thinking boldly and making a difference in both the message and the way we deliver it.”

“This follows in a tradition that that Fiat Chrysler really set during the Super Bowl,” reported WWJ’s Jeff Gilbert. “It’s also a way to get noticed outside of traditional ads.”

Nearly 55 million viewers watched the Thanksgiving Day football telecasts in 2015, according to Nielsen ratings.

Also for Thanksgiving, FCA is providing 25 trucks to tow the floats in the Macy’s parade.


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