As part of a relationship begun last November, the Ram Truck brand has launched a new marketing initiative with Miranda Lambert, which includes a custom “Roots and Wings” song that she wrote exclusively for the campaign, which spans television, print, digital, social media, and long-form video elements. A press release about the campaign described the TV spots, saying, “Lambert’s story is creatively told through live action video combined with illustrations, animation and vintage styling. Many of the landscapes are actual locations that are part of Lambert’s life and all of the featured still photos are her personal family photos. ‘Roots and Wings’ is the soundtrack of the television spots….” You can take a look online at youtube.com/ramtrucks.

• About the new campaign, Miranda offered, “I am very inspired by what the Ram brand stands for – being who you are, working hard, staying true to your roots. I wanted to write a song that would represent all of those things. ‘Roots and Wings’ is personal to me about where I come from and where I am going. The guys at Ram really made the lyrics come to life with the imagery and I hope it speaks to people the way it does to me.”