White hot country star Chris Stapleton’s recent visit to his hometown of Paintsville for two shows and a bunch of philanthropy is featured in a set of commercials that gives you all the feels.
Stapleton is shown piloting his personal Ram Truck through the streets of Paintsville and down U.S. 23, aka the Country Music Highway, and chatting up neighbors and students at his alma mater, Johnson Country High School. There, the Academy of Country Music’s Lifiting Lives program and the Mr. Holland’s Opus Foundation donated $57,000 in band instruments.
In a video at People.com, one student commented, “I haven’t heard an F off the flute that I play in so long.” Band director Martina Lutz commented that the program was short on instruments, and that most did not have their own instruments.
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A new outdoor stage, built by members of the Ram Nation volunteer organization, also was unveiled at the school. The Paintsville visit resulted in the TV ad (above) and a longer form video.
The events were part of a continuation of the Ram brand’s relationship with Stapleton, which started with spots highlighting the release of his now-top selling and multiple-award-winning solo debut, Traveller.
“While the story of Chris Stapleton may not be widely known, it’s one of pride, dedication and perseverance, all values important to our Ram truck owners,” said Marissa Hunter, director of brand advertising for FCA US, which represents Ram.
Stapleton worked for years as a band member and leader and Nashville songwriter before recording his solo debut. Traveller came out quietly last spring, but then Stapleton’s star soared with a surprising CMA Awards in November where Stapleton unexpectedly won three awards and had a huge performance with Justin Timberlake. (Click the link. You know you want to see it again.) He went on to win two Grammy Awards and four Academy of Country Music Awards Sunday night, where the new Ram spots premiered. Among his awards was best male vocalist and, showing how well represented Ram is in the country community, best female vocalist Miranda Lambert is also a Ram spokesperson.
Ram Truck launched its Ram Nation campaign in 2015 to bring together owners and dealers for disaster relief and community service projects, such as the stage. The company is encouraging owners to share how they use their trucks to help their communities on Instagram and Twitter with the hashtag #HaulItForward.