It was the Super Bowl. That was the brief.

So instead of pounding our chests like every other truck brand, we told a quieter story: a message from a father to his daughter about the kind of future we’re responsible for leaving behind.

Part of Ram’s Big Day Blitz, the film cut through by refusing to sound like everything else. It showed there was more to Ram than toughness alone. And when Emmanuel “Chivo” Lubezki wanted in, it felt like one hell of a compliment.