For its presentation of the Dodge Ram 4500 and 5500 Chassis Cabs, Dodge took the idea of appealing to the lunch pail crowd to heart. Not only were the trucks surrounded by the machines you'd expect to see where the Chassis Cabs will be put to work (and, yes, sparks literally were flying!), the press kits were in lunch pails. Each lunch pail contained a Thermos. And a fake magazine with the truck's specs.
The press kit itself was designed to look like a ham and cheese sandwich, and came in a zip-top bag. But Dodge won't need to worry about attracting guys to these trucks. The Cummins' 610 pound-feet of torque and the 4500/5500's stout frame will take care of that.