Sam Kekovich plays ranting truck fleet boss in new campaign for PACCAR Parts

Former Lambassador Sam Kekovich has resurfaced in an ambassadorial role as the face of a new campaign for automotive brand PACCAR Parts, playing lorry fleet boss Sam Trukovich and launching a tirade demanding more rights for truckers.

Kekovich was dropped from his long-standing role promoting lamb for Meat and Livestock Australia this year as a new campaign from The Monkeys took a different approach, although he did still appear in the ad.

The new campaign for PACCAR includes a two-minute long rant on why truck drivers deserve more recognition from the community, and also includes print and digital assets emphasising the tagline “PACCAR Parts. Get it Right”.

Marketing Services Manager, Marian Dekker said: “We’re emphasising that PACCAR Parts is all about quality, expertise and excellent parts availability. Sam Kekovich communicates all of that very strongly – and in a direct and entertaining way.”

According to the press release: “The campaign features big Sam playing an industry legend named ‘Sam Truckovich’, Australia’s straightest-talking fleet boss. Truckovich is a hard-working, no-BS champion of the trucking population. Sam’s alter-ego Truckovich eats, sleeps and works big trucks and loves nothing more than looking at trucks, talking about them, and sticking it to anyone who makes it hard for truckies to go about their business.”                     

The campaign, which went live on March 1, also sees the company’s loyalty program renamed PACCAR Parts Privileges and a revamped website and catalogue offering.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.