What's Funny About Truck Leasing? A Lot, Penske Hopes to Show in Its New Campaign

Adweek, by Kristina Monllos

Penske Truck Leasing is looking to bring a little levity to the business-to-business world with a new, digitally focused ad campaign from The Martin Agency.

The spots feature various scenarios in which Penske can help consumers or business owners out of a jam—a coffee shop trying to keep angry customers at bay because its coffee delivery never showed up, for example. The goal is to catch the attention of B2B decision makers.

"The reason we went to humor here—and these kind of hyperbolic demonstrations of the essence of Penske—is because in the B2B world, people take themselves so seriously," said Cliff Sorah, senior vp and group creative director for The Martin Agency. "They tend to have no sense of humor; it's all business. The fact of the matter is that when people consume these ads they are consuming them as consumers, and we have to get their attention."

It's Penske's first national ad campaign, and the brand is hoping to make an impression. The 30-second spots will debut next week on Bloomberg.com....

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THE MARTIN AGENCY

About The Martin Agency

We are a full-service creative agency with a proven ability in leveraging audience and cultural intelligence to build distinctive brands globally. We’re committed to fighting invisibility with ideas that permeate culture, work that drives results for our clients, and a culture our employees are proud of. From creating the beloved GEICO Gecko, to modernizing UPS, a 115-year-old brand, by making them relevant to a new generation of culture-shifters and entrepreneurs, to lighting the internet on fire with Solo Stove’s “Snoop Goes Smokeless” campaign, we’ve been behind some of the most significant brand transformations in history. We're creating steady buzz for brands like Papa Johns, OREO, CarMax, UPS and TIAA, to name a few. And as Ad Age’s Agency of the Year (2023), 2x Fast Company Most Innovative Companies (2023 and 2024) and back-to-back Adweek Agency of the Year (2020 and 2021), our momentum is only building. For more information, visit www.martinagency.com.

Media Contacts:
The Martin Agency | Katherine Sheehan | katherine.sheehan@martinagency.com

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