Freightliner heads to the outback for heavy-duty model Cascadia
Truck manufacturer Freightliner has launched a new work for its heavy-duty truck Cascadia, hauling to Hughenden, four hours inland of Townsville, and back to showcase its functionality.
The campaign was developed by independent creative agency Akkomplice. Targeting owners and drivers alike, the 30-second TVC put the Cascadia through its paces and was tested in the Australian outback.
Marketing manager at Freightliner, William Keaney, said the work is Freightliner’s take on an impactful truck ad that aims to differentiate the brand from big truck players.
“We’re up against some big players in the industry, who have a loyal base of rusted-on customers, so we knew we had to make an impact, not just make some ads.”
Kenny Hill, founder of Akkomplice added: “There’s a long list of rational reasons to buy a Cascadia but to win minds, we first must win hearts – so with this campaign we doubled-down on the compelling emotional takeout of confidence that customers get from Freightliner.”
Glenn Dalton, chief creative officer at Akkomplice said: “One of the best pieces of creative advice I ever received was to start with the poster. If it works in a billboard, it will work anywhere. We assembled a great crew to pull this off and are thrilled with the result.”
The campaign is live across large format OOH, social and digital channels, print, TV and integrated dealer collateral.
A suite of customer testimonial content, also produced by Akkomplice, retargets viewers of the new campaign in print, video and social.
Credits
Client: Freightliner Trucks
Stephen Downes – Director
Will Keaney – Marketing Manager
Agency: Akkomplice
Glenn Dalton – Chief Creative Officer
Kenny Hill – Founder
Jack Clark – Account Director
Nathan Herbertson – Design Director
Ellen Valerio – Editing and Design
Soraya Darwish – TV Producer
Chris Erickson (TopicVisual) – Retouching
Production: Orange Block
Jolyon Watkins – Director
Alan Robertson – Producer
Cam Murray – Stills Photography
Andy Stalph & Drew Moden (Mr Fox) – Offline editor
Felicity Stalph (Mr Fox) – Online Editor
Liam Annert & Bec Ivanov (Rumble Studios) – Sound Design
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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