TitleThe Promise
Campaign The Promise
Advertiser Fiat Chrysler Automobiles
Brand Ram Trucks

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
Media Type Television
Producer P..l N...on Subscribers Only
Producer G..g G...on Subscribers Only
Creative Group Head/Writer C...k Sc....er Subscribers Only
Creative Group Head/AD A...n Th....on Subscribers Only
Production Company Co....st ..e Subscribers Only
Director P...al H...uk Subscribers Only
Post House L...y P..t Subscribers Only
Executive Producer J....ca B...y Subscribers Only
Producer Ca....ne St....ns Subscribers Only
Producer A..e S...ck Subscribers Only
Editor M..c S...e Subscribers Only
Assistant Editor P....ey I...on Subscribers Only
Assistant Editor J..e O...rs Subscribers Only

About The Richards Group

The Richards Group became a full-service advertising agency 41 years ago. We are now the largest independent agency in America (with billings just north of $1.41 billion). We are not for sale. Not now. Not ever. With no investors, shareholders, or partners to answer to, we’re never diverted from our focus on our work, our clients, and our people (and at last count, we had 742 of those). We exist to endear brands to people. We believe that a brand is a promise and that this promise should be expressed consistently at every point of contact to maximize a brand’s clarity, relevance, and power. It should come as no surprise, then, that we have built the holistic capabilities necessary to build brands through all forms of communication. 

Latest News

Lucky Post’s Logan Hefflefinger Finds Infinite Possibilities With Fiat Toro

Fiat Toro’s new spot for Brazil is a symphonic fusion of moments that express the wonder of "Infinite Possibilities." Lucky Post’s Logan Hefflefinger traveled to Brazil along with The Richards Group creatives Tim Tone, David Morring and director Warren Fischer to capture life’s rich pageant that springs forth from 88 keys, 46 chromosomes, 6 strings and 1 car.

The spot, “Infinitas Possibilidades,” is a graceful and voyeuristic exploration of creative systems - music, art, nature, culture. A string trio launches the brand film into a momentous journey where viewers are swept up by the vastness of a single instrument creating an entire symphony, the faces and cultures diversified by only 46 chromosomes, words building entire libraries of narratives and knowledge, and primary colors blending into unending combinations of art and design. The Toro, at the helm of the campaign, traverses highways to unbeaten paths, from metropolitan streets through wind and rain to freeing shores. Experience it here: https://vimeo.com/157869701

Logan developed visual relationships and an editorial cadence with Fischer’s dynamically filmed cacophony of action, emotion, hue, texture along with these brilliant flashes of human creativity.

“In the edit, Tim, David and I constantly examined the question ‘Does it feel like infinite possibilities?’ Each exploration had to connect back to the source and that final beat had to pay off,” comments Logan. “Warren Fischer is an artist, who thinks musically and cinematically, so it was exciting to see how he interpreted the agency’s vision.” 

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