PACCAR PARTS
To truckers, a rig isn’t a machine. It’s a living, breathing part of who they are. But in an industry where generic parts dominate and breakdowns are treated like business as usual, that bond is constantly overlooked. PACCAR Parts believes otherwise.
We created “Your Truck Is a Part of You”, a campaign that made the emotional literal. Every ad connected truck damage to real human injury. A busted headlight became a bruised eye. A failing battery, a faltering heart. Leaking motor oil, a bloodied nose. These weren’t metaphors. They were truth, made visible. Because when something breaks, you feel it, everywhere.
This campaign wasn’t just about parts. It was about respect. For the road. For the machine. For the people who keep everything moving.
Role: CD / Copywriter
