About the pARTNERSHIP

Even country music’s A-list get a little starstruck sometimes.

When Ram Trucks returned to present the Artist of a Lifetime award to the legendary Randy Travis at CMT’s annual Artists of the Year ceremony, we had a special opportunity to highlight the impact Travis’ music has had on today’s artists.

We partnered with artist Jon Pardi (“Head Over Boots”, “Heartache on the Dance Floor”) to reflect on the influence that Travis’ career has had on Pardi’s own journey. 

As Pardi shared his memories of the iconic singer, and performed Travis’ timeless “Forever and Ever, Amen”, CMT was working behind-the-scenes to orchestrate the very first meeting between the two singers - a complete surprise for Pardi. As Travis entered the room where Pardi was performing, the emotions were palpable. Pardi, the tough farmer turned country star, couldn’t hold back as tears filled his eyes.

Content from the special day ran across all screens, with the campaign culminating in the dynamic in-show presentation of the Artist of a Lifetime award to Randy Travis by friend Garth Brooks, all thanks to Ram Trucks.

CAMPAIGN PILLARS

→ Artist of a Lifetime award presented by Ram Trucks to Randy Travis during the 2021 CMT Artists of the Year special
→ Full length video of Jon Pardi covering Randy Travis' hits "Forever and Ever, Amen" and "On the Other Hand"
→ Short-form content featuring Travis surprising Pardi
→ Hot 20 Countdown interview segment with Pardi and Travis
→ Social support from Pardi and CMT handles
→ Ram on-site vehicle/signage display at Artist of a Year event