If you’re not flying RHO Airlines, you need an upgrade. This is not your average airline. There are no delays, no chicken-or-beef existential crises and no jetlag. Just dust, speed, and the kind of lift-off that makes your heart sit in your throat.
When your client is RAM Middle East and they ask for a campaign to launch the all-new RAM RHO 1500, you turn car specs into a spectacle. Publicis Middle East saw more than a truck. They saw an aircraft.
The RAM RHO is a lighter, faster, more agile beast with 540 horsepower. But more than that, it’s a prime example of how RAM is redefining the pickup category — bringing high-quality interiors, human-centric technology, and comfort into a segment traditionally known for utility.
Truck owners in the Middle East aren’t looking for a workhorse. They are looking for a fun driving experience. They demand more from their vehicles: size, thrill, and refinement in one. Today’s vehicles don’t just compete with each other; they compete with all forms of mobility. And with Middle Eastern consumers indexing high on destination travel, positioning the RAM RHO as an exciting mobility experience felt like a natural leap.
Enter RHO Airlines: an unexpected destination travel brand, a turbocharged PR stunt and, unofficially, the world’s shortest flight, clocking in at just 1.2 adrenaline-fuelled seconds.
When you’ve got a new truck this bold, it only makes sense to roll out a campaign that no one saw coming. Publicis transformed the RHO’s product truth into a campaign that doesn’t just speak to performance — it launches it, literally and the client immediately cleared it for take-off. The agency created a full-blown airline experience in the least likely place imaginable: the desert. There were check-in counters. Boarding passes. Air hostesses. Ground crew. Even air traffic control. Everything you’d expect from an airline — except the plane.
Because with RHO Airlines, the aircraft is a RAM truck.
To take things airborne, RAM collaborated with beloved influencer duo The @SaudiReporters — and orchestrated a desert prank of epic proportions. The campaign began with cryptic teaser content, hinting at a new airline entering the market. It culminated in a short film capturing the Saudi Reporters prank, the big reveal and Abdulaziz’s screams.
RHO Airlines became a fictitious airline that generated real engagement and reminded us that branded content doesn’t have to be boring.
