One of the first rules in marketing is to know your audience. The best ad campaign in the world doesn’t mean diddly if it is targeting the wrong people. For example, you’re not going to see a lot of commercials for the Ram 3500 in the metro New York City area, because the demand for heavy-duty trucks in major cities isn’t exactly booming.

But in places like Texas and the MidWest, it can seem like every other commercial is for trucks of every scope and caliber.

With the 142nd running of the Kentucky Derby this weekend, FCA decided to roll out a couple of ads for the Ram 3500 Heavy Duty that harnesses itself to the famous American horse race. The truck brand will also be on display at the race itself, ostensibly hoping to induct race-goers to the FCA fold.

The two 30-second advertisements will air during NBC’s coverage of the race, with “Truck People” already hitting the web while “Never Settle” won’t be broadcast until the day of the race. In addition to the commercials, three Ram pickups – the 1500 Limited, 1500 Rebel, and dual-axle 3500 Limited – will be on the scene wearing jockey-inspired looks.

Finally, Ram produced a first-person view of the a horse-riding jockey, to give you some sense of what the diminutive riders have to endure over the approximately 2-minute race. Although it may seem like a marketing overcommitment to sink so many resources into such a short race, keep in mind that the kind of person who goes to a horse race is usually the same kind of person who needs a decked-out, heavy-duty truck.