The Ram Truck brand is paying homage to hard workers with a new Thanksgiving commercial that will air later today during traditional holiday NFL football games on CBS and FOX.

The advertising spot called “Praise” follows a “single working mother of three to the grandfather who spent a lifetime in the mill,” the new spot looks to honor hard-working families across the nation. The end of the 90-second commercial ends with the tagline “Praise the Work” and hashtag #RamGivesThanks.

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“Appropriately airing on Thanksgiving Day when families across the country take time to reflect and give thanks, ‘Praise’ is the Ram brand’s tribute to hard-working Americans and the story of people who are the backbone of our country,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “Just as the brand paid homage to American farm families a few years back during a Super Bowl telecast, we always look for opportunities to build unique, impactful creative around a defining cultural moment that allows us to reach large audiences in a very effective way. ‘Praise’ adheres to our marketing mantra of thinking boldly and making a difference in both the message and the way we deliver it.”

The “Praise” message is one that Ram will promote on social channels throughout the holidays, and Ram has encouraged fans to share what they are thankful for using the hashtag #RamGivesThanks. In addition, Ram country music partners, including Easton Corbin and Maddie and Tae, will share what they are thankful for with their respective fans through videos and social postings. Both of these artists are also performers in this year’s Macy’s Thanksgiving Day Parade. Additional information and content on #RamGivesThanks, including artist videos, will be updated throughout the remainder of the year on the RamLife link on the RamTrucks.com website.