RAM Trucks has taken flight—literally. In one of the boldest automotive stunts to hit the Middle East, RAM and Publicis Middle East have unveiled RHO Airlines, a high-octane brand activation that sees the all-new RAM RHO 1500 go airborne in what’s being dubbed the world’s shortest flight—just 1.2 seconds long.
Built for adventure and engineered for thrill, the RAM RHO 1500 features a 3.0L Twin-Turbo Hurricane High Output engine, pushing out 540 horsepower and 521 lb.-ft of torque. This isn’t just another pickup—it’s a performance machine made to dominate the dunes, defy gravity, and deliver jaw-dropping moments.
A “Flight” Like No Other
To bring the concept to life, RAM and its creative partner Publicis Middle East constructed a full desert airport—minus the planes. Think check-in counters, flight gates, security checks, ground crew, air traffic control, and even uniformed air hostesses—all staged deep in the sand. The idea? To blur the line between a commercial airline and a boundary-pushing off-road experience.
Front and center of this imaginative stunt were The Saudi Reporters, a hugely popular influencer duo from Saudi Arabia. In a brilliantly executed prank, Abdullah convinces his brother Abdulaziz that they’re boarding a new luxury desert airline. What Abdulaziz doesn’t know? He’s about to become a “passenger” in the RAM RHO 1500—launched off a dune by a professional stunt driver.
Expect turbulence. And screaming.
“This activation captures everything RAM stands for—power, capability, and a spirit of fearless adventure,” said Stuart Laurie, Head of RAM Brand at Stellantis Middle East. “The RHO 1500 isn’t just engineered to handle roads and rough terrain; it’s built to inspire imagination and break boundaries. That’s exactly what RHO Airlines delivers.”
Turning a Product Feature into an Experience
According to Tuki Ghiassi, Executive Creative Director at Publicis Middle East, the RHO’s thrilling driving experience deserved a campaign to match: “We wanted to turn a product truth—RAM’s explosive performance—into something no one saw coming. RHO Airlines is the result: bold, immersive, and impossible to ignore.”
The campaign kicked off with cryptic teasers on RAM’s social media platforms, teasing the arrival of a mysterious new airline. The big reveal? A high-energy short film starring the Saudi Reporters, capturing both the prank and the adrenaline-fueled dune jump in spectacular cinematic fashion.
This is just the beginning. RHO Airlines marks the launch of a larger brand campaign that will continue to roll out across digital platforms and on-ground activations in the coming weeks.
