"Against the backdrop of its new brand positioning of 'nothing can stop a freightliner' and its pay off line 'Run Smart' Freightliner, we created a series of ads focusing on the truck's innovative features using world class photography," says the agency's creative director, David Taylor. "We used Bryan Traylor, Locker14, originally from the US and a leader in automotive photography to visually create epic images of the Argosy in all its glory in a variety of 'super hero' poses.
Taylor says that the attitude of being unstoppable was also very important in the campaign's communication and this was strongly conveyed in the headlines 'Up here nobody can catch me'; 'I am a force to be reckoned with'; 'I put the brakes on anything that tries to stop me' and 'I am geared to dominate'.
"The confidence that the customer has in the product is reflective on the number of trucks on the road today. The new above-the-line campaign reinforces the message of product leadership and brand dominance," says Mayur Bhana, marketing manager, Mercedes Benz Commercial Vehicles.
Creative director: David Taylor
Art Director: Gareth Roberts and Luca Fiaschi
Copy Writer: Inge-Marie Blignaut
Account Director: Miles Benfield
Photography: Bryan Traylor, Locker14
