How do you get truck guys to care about more than just cold, hard stats?
Hit ‘em where it counts:
Fatherhood. On Father’s Day.
More than a TV spot.
In addition to the Father's Day exclusive broadcast blitz, we pushed out the message in the social space. And received a ton of parental props, and mini-Sierra pics, in return.
Like father, like son, like a Pro.
To make the relationship feel more authentic, we cast a real-life father and son.
People can't get enough of the mini-Sierra.
Designed as a one-time Father's Day exclusive, the spot was so well received that a new :30 second version just kept going and going and going. (Sorry, football fans...)
Broadcast + Social + Point of Purchase
Engage M1 Leo Burnett
Creative Director: Patrick McHugh
Associate Creative Directors: Matt Perry, Stephen Kerry, John Carstens
Executive Producer: Brian Dooley, Agnieszka Palarz
Production Company: Park Pictures
Director: AG Rojas