New Video by TRG Launches the Ram 2500 Rebel | Beautifully Shot in British Columbia

Written by TRG

At the State Fair of Texas, Ram introduced a new addition to its off-road line-up, the 2500 Rebel. The heavy duty truck was launched with a spot created by Dallas-based TRG and shot in British Columbia by Eric Crosland of Sherpas.

“We were excited to work with Sherpas,” says Greg Christensen, creative director on the project. “Eric shot ‘Sandman’ when Ram launched the TRX, and we wanted the 2500 Rebel to have a similar feel.”

The spot features the 2500 Rebel against the backdrops of the Tantalus Range and Squamish River. With the truck towing a load of ATVs through forests and up mountain roads, the piece culminates with the line “Power to the Weekend,” copy that is also echoed in Ram’s State Fair signage.

“Ram has a well-earned reputation of being hard-working, so to promote a Ram truck that was built around adventure and play was a new take,” says creative director Rob Hollenbeck. “The creative brief was basically ‘badass.’”

The 2500 Rebel spot features an unreleased track from the Nashville band A Thousand Horses. “The band sent the track to our client months ago, and he shared it with us without having a specific project in mind,” says Christensen. “When we were coming up with ideas for this assignment, that song just became a natural fit. It really drove the edit.”

Client: Ram
Head of Advertising: Jeff Summers
Advertising Manager: Lindsey Hart
Agency: TRG
Chief Creative Officer: Sue Batterton
Group Creative Director: Greg Christensen
Group Creative Director: Rob Hollenbeck
Producer: Greg Gibson
Brand Manager: Alissa Llort
Product Information Director: Chris Siminski
Account Principle: Dave Allen
Group Brand Director: Tyler May
Director of Strategy: Dave Snell
Brand Strategist: Allison Rife
Director of Business Affairs: Sara Sax
Director: Eric Crosland
Line Producer: Andréa Fehsenfeld
Production Company: Sherpas
Music: “’Til My Heart Don’t Beat” by A Thousand Horses

Ram 2500 Signage at the Texas State Fair

About the author


In 2021, The Richards Group advertising agency became TRG – a vibrant, nonprofit-owned, people-run creativity collective that believes: To earn people’s attention, we must pay attention to people. Current client partners include Charles Schwab, Ram Trucks, and Cayman Islands Department of Tourism. Learn more at and on Instagram @TRGCreativity.