Newsletter Subscribe
Enter your email address below and subscribe to our newsletter
What do you get when you mix 540 horsepower, a dune, and a complete airport setup in the middle of the desert? A flight that lasts 1.2 seconds — and a somewhat compromised in-flight service.
Welcome aboard RHO Airlines, the brainchild of RAM Trucks and Publicis Middle East. No, it’s not a typo. And no, there’s no plane. Just RAM’s new 1500 RHO, a twin-turbo beast that took to the skies (briefly) in what might be the most creative product launch of the year.
Check-In, Take-Off, Touchdown – In Under Two Seconds
To showcase just how wild the new RAM RHO 1500 really is, RAM went full throttle — literally. They built an entire airport experience in the dunes outside Dubai: check-in counters, ground crew, flight gate, even air traffic control. Only thing missing? Wings.
Instead of a plane, YouTube duo The Saudi Reporters rolled up — one of them, Abdulaziz, thinking he was boarding a luxury desert airline. Instead, he got launched off a dune in a 540hp RAM, courtesy of a pro stunt driver and a very convincing prank from his brother Abdullah.
The result?
Window seat: yes. Smooth landing: just about. Screaming: guaranteed.
Watch the flight unfold here:
The Truck That (Almost) Flies
Underneath the theatre is a serious machine. The RAM 1500 RHO runs a 3.0L Twin-Turbo Hurricane High Output engine pushing 521 lb-ft of torque, all tuned for power, agility, and desert-grade off-road performance. RAM’s pitch is simple: this isn’t just a truck built to conquer terrain. It’s engineered to spark grins — and occasionally airborne moments.
Inside, the RHO also levels up comfort with upgraded cabin materials and modern driver tech. It’s rugged, refined, and apparently ready for take-off.
More Than a Gimmick
RAM’s Middle East team says the stunt is just the start of a wider campaign — one that leans into the brand’s adventurous DNA without taking itself too seriously. And that’s the charm. In a world of overproduced ads and forced emotion, RHO Airlines is just fun — fast, loud, and absurd in the best way.
Will you fly RHO? Probably not.
Will you want to drive one after watching? That’s more likely.
You've just read one story
Since 2016, we've published more than 40 issues covering expedition travel, field-testing, conservation, skills and real-world experience.
No influencers. No sponsored content masquerading as editorial.
If this matters to you, explore the full archive.
ADVERTISEMENTS
Sign up to the OverlandEurope newsletter
Be the first to read the latest travel stories, gear reviews, events, world news and competitions.
Sent twice per month. You can unsubscribe at any time.
Your subscription could not be saved. Please try again.
One more step: please check your email and confirm your subscription. Click the confirmation link in the email we just sent you to start receiving the OverlandEurope newsletter.