Penske trucks get a 'confident' back story in new campaign by The Martin Agency

By Kyle O'Brien, Creative Works Editor

June 19, 2018 | 3 min read

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

Penske trucks get their own campaign

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 illustrate that Penske doesn’t just deliver services and equipment – it also delivers confidence through its efficiency, which bolsters businesses across the country. Through hyper-targeted video, print, digital and social media, Penske highlights its size, capabilities and range of services that help its customers grow.

Cliff Sorah, the senior vice president and group creative director behind the work for the Martin Agency, said: “Even the static images use negative space and visual expanse to create dynamism. The combination of print, digital, and social, give the campaign a cohesive feel from one space to the next, and tells a more complete story of this company – in a way the transportation industry has never seen before.”

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.