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