What’s the best way to promote a new vehicle? Put it in a movie! Well, if the movie looks as ridiculous as “Monster Trucks,” that might not be such a great idea.
At the Detroit Auto Show, the unveiling of the Ram 1500 Rebel was going pretty well. The truck looked tough and people seemed to be into it. But then the mood changed as it was announced that the truck would be featured in a “new major motion picture.” The 30 second trailer that followed led to more than a few laughs in the crowd.
There are a couple of issues here. First, the “Monster Trucks” movie looks like it’s destined to be Michael Bay bad. The other issue is that the Ram Rebel in the movie was a heavily modified version of the truck made to look like a monster truck. This seemed to fall in line with what Ram was going for with the unveiling – that the Rebel is an off-roading gem.
Sure, it has some elements that cater to off-roading, but it is not even close to what the Ford Raptor, for example, offers. The segment the Rebel will be included in would put it up against models like the Toyota Tundra TRD. Pretty decent, but not exactly a Raptor or Reaper killer as the brand is hinting at.
It’s pretty clear that Ram is trying to oversell the Rebel, which includes heavily funding a movie to be made around it. And I literally mean made around it, as there is no way the snippet shown at the show could have a worthwhile plot that exists. It was literally three guys driving trucks around in a three-wide formation for the entire 30 seconds.
An IMDB search of the movie states that “the plot outline is being kept under wraps,” yet the release date is listed as May 29, 2015. I’m going out on a limb and saying that “kept under wraps” really means, “there’s no fucking plot.” At least Rob Lowe is on board. Or maybe it’s not really him. Instead of regular Rob Lowe, this would be “just cut me a check Rob Lowe” – because this is one where you clearly don’t have any standards.
I’m pretty sure this was the entire pre-filming discussion:
Director: Guys, just drive around in these trucks for three hours and we’ll film it. The plot can be filled in afterward.
Everyone else: Sounds good!
At least the Ram representative saved us some of the pain of having to see it – not that anyone over the age of 7 would want to. He said “I have it on good authority that the Rebel is the hero.”
Well, now we know.