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Ram “Salt of the Earth” 2015

Ram “Salt of the Earth” (2015) is a Ram commercial directed by Jeff Darling for Lopez Negrete Communications, produced by Believe Media. It won one award: Epica 2015 Bronze Other Vehicles.

This commercial celebrates the hard work and resilience of everyday Americans, portraying their sweat and effort as the "salt of the earth" that fuels the nation.

Video: Believe Media on YouTube

Shot by shot

  1. The sun sets behind a distant mountain range, casting a golden glow through dark clouds over a vast, empty landscape.© Ram0:00
  2. A male cowboy in a white shirt and hat works with a shovel in a desert landscape, with a dark truck in the background under a bright sky.© Ram0:06
  3. A young person's face is shown in profile, with their eye looking intently forward, hair blowing slightly in the wind.© Ram0:11
  4. A close-up shot of a weathered bone with a hole in it, silhouetted against a bright, hazy sky at golden hour.© Ram0:15
  5. A female rancher in a denim shirt and jeans struggles to close a metal gate on a cloudy day at a ranch.© Ram0:19
  6. A close-up shot shows a dark, silhouetted object spraying a fine mist or dust into the air, illuminated by a warm, golden light.© Ram0:24
  7. A gray Ram truck is parked next to a horse trailer, while a man and woman lead two horses in a dusty, rural setting.© Ram0:28
  8. A welder in a yellow jacket and dark pants works on a metal structure, sparks flying, in an industrial setting.© Ram0:33
  9. A weathered hand pulls a fishing net, with another person in the background, on a boat during the day.© Ram0:38
  10. A blurry shot of a person in light-colored clothing, seen from behind, walking through a cloud of dust or smoke.© Ram0:43
  11. A male farmer stands in a vast green field, looking out at mountains and a cloudy sky at dusk.© Ram0:48
  12. A single, perfectly spherical drop of liquid, reflecting light, floats in mid-air against a plain grey background.© Ram0:52

Stills © Ram. Made by Lopez Negrete Communications, Believe Media and Jeff Darling.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Sweat and hard work are the "salt of the earth" that fuels the American spirit.

Tagline: “We are the salt of the earth. Ram.”

sweat as a metaphor for hard workmontage of diverse workersrugged landscapessymbolic water dropletsresilience and perseveranceAmerican spirit

The cut

Length
61 s
Shots
63
Average shot
1.0 s

What creatives use Ram “Salt of the Earth” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ram “Salt of the Earth”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    The sun sets behind a distant mountain range, casting a golden glow through dark clouds over a vast, empty landscape.© RamA male cowboy in a white shirt and hat works with a shovel in a desert landscape, with a dark truck in the background under a bright sky.© RamA young person's face is shown in profile, with their eye looking intently forward, hair blowing slightly in the wind.© RamA close-up shot of a weathered bone with a hole in it, silhouetted against a bright, hazy sky at golden hour.© Ram
    Frames from Ram “Salt of the Earth”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Ram “Salt of the Earth” in order, with its length, framing and what happens in it.

    The sun sets behind a distant mountain range, casting a golden glow through dark clouds over a vast, empty landscape.© RamA male cowboy in a white shirt and hat works with a shovel in a desert landscape, with a dark truck in the background under a bright sky.© RamA young person's face is shown in profile, with their eye looking intently forward, hair blowing slightly in the wind.© RamA close-up shot of a weathered bone with a hole in it, silhouetted against a bright, hazy sky at golden hour.© RamA female rancher in a denim shirt and jeans struggles to close a metal gate on a cloudy day at a ranch.© RamA close-up shot shows a dark, silhouetted object spraying a fine mist or dust into the air, illuminated by a warm, golden light.© Ram
    Length: 61 s · Shots: 63 · Average shot: 1.0 s

  3. 03Ad ideas: every spot built on a rugged landscapes

    Before you present an idea, you need to know who has done it, and how.

    Ram “Salt of the Earth” is built on a rugged landscapes. Search the library by idea to see every spot that uses it.

    Land Rover “Never Stop Discovering”© Land RoverFord “Everest Conquer The Weekend 2.0”© FordDodge “Power to the People”© DodgeBMW “Global - The Difference”© BMW
    Land Rover · Ford · Dodge · BMW

More commercials by Jeff Darling

  • Mercedes "Beauty Within" (1996) commercial still© MercedesMercedes “Beauty Within” 1996Dir. Jeff DarlingD&AD Graphite Pencil 1996
  • Jaguar "Wicked Game" (2002) commercial still© JaguarJaguar “Wicked Game” 2002Dir. Jeff Darling · Young & RubicamD&AD Wood Pencil 2002
  • Sony "Trout" (1997) commercial still© SonySony “Trout” 1997Dir. Jeff Darling · Foster Nunn LovederClio Awards Bronze 1997

More from Lopez Negrete Communications

  • McDonald's "True Stories - Laura" (2022) commercial still© McDonald'sMcDonald's “True Stories - Laura” 2022Dir. Thiago Martins · Lopez Negrete Communications

Award-winning auto commercials

Questions

Who directed the Ram “Salt of the Earth” commercial?

Jeff Darling directed it, produced by Believe Media, for the agency Lopez Negrete Communications.

Which agency made Ram “Salt of the Earth”?

Lopez Negrete Communications created it for Ram (2015).

What awards did Ram “Salt of the Earth” win?

1 awards, including Epica 2015 Bronze Other Vehicles.

What is the tagline of Ram “Salt of the Earth”?

“We are the salt of the earth. Ram.”

Sources for the credits and awards

winners.epica-awards.com