‘Serious Trucks,’ real-life customers highlight Western Star campaign

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Western Star Trucks has introduced some “serious” new ads. The brand’s new tagline, “Serious Trucks,” and the Star icon recently make their debut in the campaign, which features actual Western Star owners’ trucks in real-life situations.

Western Star says its trucks have long stood for serious businesspeople who believe that a high-end truck is a sign of success, and the new icon and tagline are designed to communicate this sense of pride.

“For years, owners have referred to Western Star trucks simply as ‘Stars,’ and our research shows that the logo on the grill is one of the most recognizable features in the industry,” says Ann Demitruk, director of marketing for Western Star Trucks. “Based on our strong standing with customers, we created the new campaign to portray Western Star’s heritage of rugged dependability and quality craftsmanship from their point of view.”

The ad campaign highlights Western Star owners’ trucks in tough applications like dump, logging and heavy haul. “We couldn’t think of a better way to represent our brand’s character than with our customers’ trucks at work,” Demitruk says.

The ads currently are appearing in industry magazines and will appear on posters at truck stops and billboards. The new tagline also will be featured on bumper stickers available at Western Star dealerships. Western Star is a subsidiary of Freightliner.