Ram Trucks recruited Colombian pop star Juanes. That presented a challenge: Ram has a tough image; he does not. After looking for a credible way to connect both, we found the perfect place where the world of Ram and Juanes intersected: his tour. We also had to tell the star that in this case, the spotlight was going to be on his crew. He naturally accepted because the truck is the perfect instrument for those whose show begins after the curtain drops.