Electric Ram pickup debuts in Super Bowl ad that pokes fun at rivals, sex-drug commercials
Ram's 2023 Super Bowl ad debuts the production version of the Ram 1500 REV electric pickup that is expected to go on sale in late 2024.

DETROIT – Stellantis will air a 60-second Super Bowl ad for its Ram brand to indirectly take shots at the current all-electric vehicle market, specifically pickup trucks.

The commercial, called "Premature Electrification," or "PE," spoofs ads for male sex-enhancement drugs. It features electric vehicle owners discussing problems they've had with their trucks – from insufficient range and power to problems charging and other potential issues associated with EVs.

"Are you excited about buying an electric vehicle but worry that it could leave you ... unsatisfied?" says the ad's star and narrator Jason Jones, a comedian best known for his work on "The Daily Show with Jon Stewart" and for appearing in comedic Budweiser and Molson ads. "Then you could be one of many Americans concerned about premature electrification."

The ad debuts the production version of the Ram 1500 REV electric pickup that is expected to go on sale next year. Online reservations for the electric pickup, which debuted as a concept in January, also open Sunday. The vehicle resembles the concept but also the current Ram pickup, which has a traditional internal combustion engine.

Stellantis Chief Marketing Officer Olivier Francois, who has become known for unique and well-received Super Bowl commercials, said the main message is Ram's electric pickup may not be the first to the market, but it's going to be worth waiting for compared to the current offerings.

"We have an incredible truck that's electric that can really deliver on what truck people want a truck to do, so 'wait, wait and see' is the meaning of the ad," he told CNBC. "That's our pitch."

When the electric Ram arrives to market, it's expected to join an increasingly crowded yet relatively unproven segment that includes the GMC Hummer EV, Rivian R1T, Ford F-150 Lightning and Lordstown Endurance. Others such as the Chevrolet Silverado EV, GMC Sierra Denali and Tesla Cybertruck are expected to be on sale by next year or sooner.

"We are on an exciting electrification journey that will see Ram push past the competition in areas customers care about the most: range, payload, towing and charge time," Ram Trucks CEO Mike Koval said in a release.