Raymond A Ram returns in RAMS’ newly launched brand campaign via Saatchi & Saatchi Australia
In its first new brand work with RAMS, Saatchi & Saatchi has developed an integrated campaign that shines a spotlight on the seemingly obvious statement “Home Loans are what we do”. It’s a declaration of the expertise the brand has in the home loan space while reinforcing its position as a first-party lender.
Says Christian Johansson, head of marketing and digital at RAMS: “We wanted to celebrate what really sets RAMS apart – our team of home loan specialists who focus only on providing tailored home loan solutions for customers. This campaign captures this commitment to customers and how we’re here to support them in their home buying journey.”
The campaign sought to evolve the character of Raymond A Ram, both in terms of his confident, attitude-driven, personality traits and his role in the home-buying journey. Through this unique character, the work celebrates the amazing things that can happen when you focus on one thing.
Says Sam Chappell, creative director, Saatchi & Saatchi: “RAMS has always been a little quirky. It’s fronted by a ram, afterall. So we wanted to keep some fun in the brand, whilst cementing our point of difference in the home lending category. With Dave Klaiber and the team at Heckler, we feel we’ve created something really unique.”
Client: RAMS
Head of Marketing and Digital: Christian Johansson
Senior Manager, Brand and Social: Danielle Kean
Marketing Manager, Brand and Social: Stephanie Alexander
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Creative Director: Sam Chappell
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
Strategy Director: Peter Pippen
Executive Producer: Rachel Devine
General Manager: Toby Aldred
Group Account Director: Libby Weston-Webb
Account Manager: Jamie Fairfield
Production Company: Heckler
Director: Dave Klaiber
Producer: Susannah Phillips & Amy Jarman
Music composition: Squeak E. Clean Studios
Media Agency: Spark Foundry
13 Comments
Looks great, Klaibs.
Tasty looking spot. Tasty looking Ram.
They want their idea back.
https://www.youtube.com/watch?v=ccPj3vZSWlA&t=39s
Exactly what the Australian public are going to say when they see this ad
The ram seems rammed into the spot, rather than a central ingredient. This is what we call a muesli ad. Bits of this and that, all mixed in together. I get that it’s a branding device, but…
Awesome post Will and co. Raymond looks top.
Should work it’s woolly socks off.
But i chuckled at the big carrot.
Spot on for the category guys. And just the right amount of wit and charm for a brand like this. Congrats.
Surely this is a record.
I can’t think of another account that has gone through so many different agencies whilst keeping the same creative idea.
Didn’t Batey Kazoo give birth to it 30 years and 30 agencies ago?
What idea? To have a fake talking ram as the brand property of a brand called Rams?
My god this is so bad.
Raymond Ass Ram…..