Client: Ram Trucks
Model Featured: Power Wagon
Focus Feature: 12,000 lb. factory-installed winch

Overview:
When you’re working with the most capable truck in the Ram lineup, it’s tempting to show off everything — the suspension, the torque, the towing. But instead, we zoomed in on just one thing: the winch. And made it the star of a hilariously deadpan campaign that was anything but your typical truck ad.

The Idea:
Forget hay bales and slow-mo rock dumps — this was about practical absurdity. We created the Winch It Brothers, two off-kilter characters whose only solution to any problem is, well, “winch it.” The result? A series of entertaining product demos wrapped in comedy and charm.

My Role & Solutions:
I helped concept and write the series — shaping a tone that celebrated function without taking itself too seriously. From scripting video content to crafting the world’s longest and weirdest phone tree, I leaned into the idea that usefulness and personality don’t have to be mutually exclusive.

Execution Highlights:

Video series of “product demos” that made the winch the hero — over and over again

Phone number Easter egg: Viewers who called were met with an absurdly long phone tree full of jokes, detours, and a few hidden surprises

Interactive rewards: Lucky (and patient) callers could score limited-edition Winch It Brothers swag

Outcome:
The campaign cut through the noise of typical truck ads by doing the exact opposite: focusing small, and getting weird. Viewers engaged not just with the videos, but with the phone number — spending literal minutes inside an interactive brand joke.

Key Takeaway:
“Winch It Brothers” proved you don’t need a montage of mud and muscle to sell capability. Just a single killer feature, a sharp creative POV, and the willingness to let things get a little weird.

Created with:

Chief Creative Officer: Nick Childs

Executive Creative Director: Josh Greenspan

Associate Creative Director:  Sarah Dennis-Browne 

Art Director: Brooks Hess