International Trucks

The truck is a reflection of its driver. His grit. His work ethic. His pride. This campaign, comprised of print, collateral and radio ads, was recognized by the industry for recapturing an emotional positioning previously owned by Peterbilt and Kenworth. Stuart Elliot also featured the work in his New York Times column for its impact on the category.

BODY COPY: Come hell or high water, count on the International WorkStar to finish the job. Diamond Logic boosts productivity by 20%. And a redesigned hood houses a larger cooling unit to keep it rumbling 'til the whistle blows. So let the ground quake. WorkStar is Miles Ahead. In muscle and mettle.

BODY COPY: The International 9900. Quiet and comfortable. Just like home. Featuring the industry's largest cab, it's largest sleeper, and a redesigned air-ride suspension system to isolate noise while preventing sway. So your ride stays steady. And you stay Miles Ahead. Cool, calm and concentrated on the road ahead.

BODY COPY: Street smarts are built right into the International DuraStar. The Diamond Logic electrical system automates driver tasks. And also diagnoses potential maintenance issues up to 80% faster. So from the roadway to the bottom line, you know your DuraStar is always thinking Miles Ahead.

©2014 Matt Bowne