Who is Goldie Locks on the RAM commercial?
A rollicking, testosterone-tinged retelling of Goldilocks — and the actor behind the wig — takes center stage in Ram’s 2025 Big Game spot.
(By Carmichael Phillip)
Who is Goldilocks?
If you watched Ram’s big 2025 spot during the Big Game (or caught it online afterward), you probably did a double-take when the fairy-tale heroine showed up — flowing blonde locks, dramatic narration, and a whole lot of truck horsepower. The “Goldilocks” in Ram’s high-octane retelling is not a young girl at all: it’s actor Glen Powell, wearing a long blonde wig and playing a fantasy version of Goldilocks who prefers test-driving Ram trucks to sampling porridge. This casting — an intentionally playful gender-flip and a wink to the audience — has been central to the ad’s conversation since it debuted.
A quick description of the commercial
The spot, titled in many write-ups as “Goldilocks and the Three Trucks” (or “Goldilocks and the Three Rams”), is a roughly 60–90 second cinematic commercial that remixes the “Goldilocks and the Three Bears” story into a frenetic test-drive fantasy. Instead of porridge and chairs, Powell’s Goldilocks finds three Ram trucks and takes each on an over-the-top joyride — think dragons captured, trees carved into heroic sculptures, volcanic jumps, and other action-movie spectacle — all scored by a rousing rock track that amplifies the stunt-work energy. The ad cuts between Powell’s fantasy spectacle and a sweet reveal: he’s telling the story to his real-life niece and nephew, undercutting the macho bravado with a family moment at bedtime.
Watch the extended spot here (official Ram / YouTube):
Who is Glen Powell — the man behind the wig?
Glen Powell is an American actor who’s been increasingly recognizable in mainstream Hollywood over the past decade, with roles in films like Top Gun: Maverick (small but memorable), Twisters, and other studio fare. In recent years he’s become something of a charismatic leading-man type, capable of blending charm, action-comedy timing, and an affable, roguish persona that ad directors love for a high-visibility spot. Casting Powell as a burly, swaggering Goldilocks plays to that public persona: it’s a stunt casting choice designed to surprise and delight.
Powell has spoken about the ad as something of a homecoming — he’s had real experience driving Ram trucks on prior projects and said being part of the campaign felt natural. The commercial also features his real-life niece and nephew, adding a family-friendly reveal to the macho action fantasy.
Who made the ad? Creative team, director, and production notes
Ram’s “Goldilocks and the Three Trucks” commercial was produced with GSD&M (the agency Ram has worked with on recent campaigns) and directed by David Leitch, a filmmaker known for high-energy action direction (Deadpool 2, John Wick second-unit work, Bullet Train connections). The Leitch connection explains the ad’s kinetic, stunt-forward approach: practical-feeling action, quick cuts, and cinematic set-pieces that feel pulled from an action movie trailer more than a car commercial. The ad also leans on licensed music to heighten the thrill — a classic rocker anthem that gives the sequence a driving heartbeat.
Why the Goldilocks idea — what’s the marketing logic?
At a surface level, the Goldilocks frame is a clever metaphor: she tries three porridges to find the one that’s “just right.” Swap porridge for trucks, and you’ve got an easy way to showcase multiple products in a single narrative. But Ram’s version doubles down: the brand isn’t just showing three trim levels — it’s selling an attitude. By casting a charismatic actor and staging epic action set pieces, the spot positions Ram not just as a practical tool but as the centerpiece of bold, adventurous storytelling. In other words, the ad invites viewers to “drive your own story” — a campaign strapline that suggests identity, autonomy, and a larger-than-life lifestyle.
How was the ad received?
Reaction to the ad skewed largely positive in trade and pop-culture press: outlets praised the stunt-work, the tongue-in-cheek casting choice, and the production values — particularly the direction and music. Some commentators flagged the ad’s maximalism (a Super Bowl-sized appetite for spectacle), but that was mostly cast as part of the fun; the spot was intentionally loud, cinematic, and viral-ready. For Ram, returning to the Big Game roster after a year away made the ad a centerpiece of their media buy and a talking point across social feeds and entertainment sites.
What trucks appear — is this about one model or a family?
Ram uses the tale to showcase multiple vehicles in its 2025 lineup — the spot highlights the Ram 2500 Rebel, the new Ramcharger plug-in hybrid concept/production-intent vehicle, and the high-performance Ram RHO (and related trim/variants in different cuts). The structure of “three trucks” maps to the fairy-tale’s three porridge/chair beats, which gives the creative team a natural way to move the action from one vehicle to another and demonstrate different capabilities (off-road chops, towing/power spectacle, and the new electrified- or high-tech angle Ram is pushing). Car and Driver and other automotive trades broke down which trucks appeared and how they were staged.
Easter eggs and behind-the-scenes details
There are a few fun details for eagle-eyed viewers and industry-watchers: Glen Powell’s on-screen persona nods to pulpy adventure tropes (the Fabio-esque wig, the confident narration, the action beats). Several outlets noted that Powell’s real family appears in the commercial’s frames — a deliberate human touch after the adrenaline sequences. The commercial’s production notes released by Ram/PR channels show director David Leitch and GSD&M leaning into blockbuster production design (CGI bears in some cuts, heavy stunt coordination, and wide scope for the extended online piece) — all signals this was engineered to live both in a one-minute Big Game cut and as an extended online asset to drive sharing and earned coverage.
Why this ad matters for Ram and the Big Game landscape
The Super Bowl remains the single most watched ad showcase in the United States, and for brands, it’s both a marketing and cultural moment. Ram’s choice to return — especially when many major automakers sat out that year — positioned them to grab share of voice. The ad works on multiple levels: it’s a product showcase, a viral/social asset, and a cultural conversation starter (who is this Goldilocks and why is Glen Powell wearing a wig?). For Ram, the bet was that a memorable creative idea executed at high production values will generate earned media, social buzz, and—ultimately—lift brand consideration among viewers who value authenticity, capability, and a sense of spectacle.
Where to watch (video embed and official channels)
The official extended cut and the 60-second TV version are available across Ram’s official YouTube channel and social platforms; many entertainment and news outlets embedded the spot on their pages after the Big Game. If you want the highest-quality, official source, watch the spot on Ram’s YouTube or the brand’s press-release pages for the extended cut and production stills. (Embedded above is an official upload of the commercial.)
Final thoughts — does the stunt casting pay off?
For an audience that expects the Super Bowl to deliver spectacle and for a truck brand that trades on visceral feelings of capability and identity, the idea of “Goldilocks who steals trucks” is an effective hook. Casting Glen Powell injects charm and instant recognizability; the direction elevates the spot beyond a simple product demo into a short-action-film experience; and the family moment at the end gives the spot a humanizing coda that keeps it from becoming pure self-parody. Whether it drives immediate showroom visits or long-term consideration is something the marketing team will measure, but from a creative standpoint the spot succeeds at being memorable — and that’s half the battle in a Big Game ad.
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