Ram Dakota returns to Brazil anchored in legacy and power

São Paulo, March 2026 – A pickup truck that marked the Brazilian imagination returns to the market celebrating the strength of its name. That is how the Ram Dakota comes back to Brazil, with a campaign created by Leo that revives the memory of an icon that has spanned generations and symbolizes power, recognition, and authority.

With the tagline “For those who carry power in their name,” the campaign begins by honoring the legacy built by Dakota in Brazil through a strong and emotional narrative. The campaign strategy recognizes that the model is not simply a name returning to the market, but a name that already carries meaning, history, and relevance within the category — attributes that support its comeback.

“The new Ram Dakota arrives to occupy a strategic space in our portfolio and in the Brazilian market. The campaign translates this positioning by valuing the model’s legacy and connecting it with a contemporary proposal of power, performance, and presence,” says Juliano Machado, head of Ram for South America.

Marking the beginning of the partnership between Ram and Leo — which won the account in September last year — the launch film bets on a narrative with strong visual impact, cinematic aesthetics, and a striking soundtrack featuring “Blaze of Glory,” the classic by Bon Jovi, reinforcing the pickup’s leading role within the category. The production was handled by Primo Content, with direction by Alvaro Stocker and audio production by Jamute.

The campaign aims to turn Dakota’s return into a milestone for car enthusiasts in the country, connecting emotional memory with contemporary performance. To watch the film, which premieres on both open and cable TV, click here.

“Dakota is a name that already carries a very strong history in the Brazilian market. Our challenge was to respect that legacy while translating it into the present, building a narrative that reinforces the brand’s power and the strategic role of this launch for Ram in the country,” says Leandro Gregório, executive business director at Leo.

In addition to the film, the communication also includes spots, OOH, DOOH, and digital. The campaign began during the pre-sale phase in January, when consumers were able to reserve the vehicle in advance. Now, with the official launch of the Ram Dakota, the campaign enters its second phase, marked by new films and activations that will run throughout the year.