Penske: Confidence by The Martin Agency

Client: Penske
Date: Jun 2018
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Penske is more than just yellow rental trucks – it’s the name behind delivery services, equipment, and according to a new campaign, confidence.

The Martin Agency wanted to surprise people with the truth behind the Penske story – and wanted to do it in a visually compelling way, so the agency partnered with production company Supply & Demand, director Mac Premo and noted truck photographer John Sterling Ruth to develop a pictorial story, ‘Confidence.’

It’s a comprehensive campaign designed to deepen understanding of the trucking company and noting that Penske doesn’t just deliver services and equipment – it also delivers confidence.

A series of videos highlights the elements highlighted in the campaign, from showing how the company can pinpoint a problem in a specific truck from across the country through remote diagnostics (and fix it), to its seamless logistics chain, to getting the right equipment on its trucks for the varied driving environments of its shipping. It all goes into building confidence in using Penske trucks for business hauling purposes.


Client Credits:

SVP, Marketing: Sherry Sanger

Marketing Director: Ryan Smedstad

VP Market Growth and Development: Ann Walsh

Director, Corporate Communications: Randy Ryerson

Agency Credits:

Chief Creative Officer: Karen Costello

SVP Group Creative Director: Cliff Sorah

VP Creative Director: Steve Sage

Associate Creative Director: John Szalay

Associate Creative Director: Deric Nance

Account Director: Mike Henry

Account Executive: Liesl Lipford

Executive Producer: Pamela Mahan

Content Producer: Liza Miller

Junior Content Producer: Mary Alice Williams

Project Manager: Natalie Meyer

Business Affairs Manager: Alice Isner

Financial Affairs Manager: LaTasha Evans


Production Company Supply and Demand

Executive Producer Tim Case

Executive Producer Jeff Scruton

Director Mac Premo

Director of Photography Joseph Aquirre

Head of Production Marieta Blaskova

Line Producer Henri Dragonas


Editorial Company Office of Development and Design

Executive Producer Matthew Turke

Editor Stacey Foster

Editorial Producer Gary Encarnacion

Editorial Producer Nakia Cooper


VFX & Finishing Office of Development and Design

VFX Supervisor Andy Byrne

VFX Supervisor Joe Laffey

Colourist Sal Malfitano

Color Facility Nice Shoes


Audio Post Facility Hearby Sound

Producer Nannette Buroker

Sound Designer and Mixer John Buroker


Original Music Tiny Lion

Composer Jonathan Fuller