It isn’t easy to stand out in the world of truck advertising. "The irony of the truck market is that everybody has the exact same positioning: ‘We’ve got a tough truck,’ " said Rob Schwartz, executive creative director of TBWA/Chiat/Day, Los Angeles. "Apparently, that is the only thing that is relevant to truck buyers. So it becomes a game of how can we say we’ve got the toughest truck in the most interesting way?"
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CLIENT
Nissan Motor Corp. USA/Nissan Frontier.
PRODUCTION CO.
OneSuch Films (now defunct).
John St. Clair, director; David Darby, DP; Brian Donnelly, executive producer; Michael Tillman, producer; Fran Wall, head of production. Shot on location in Pomona, Calif.
AGENCY
TBWA/Chiat/Day, Los Angeles.
Rob Schwartz, executive creative director; Chris Graves, creative director/art director; Kathy Hepinstall, creative director/copywriter; Richard O’Neill, director of broadcast/executive producer; Tom Dunlap, producer; Sean Garman, assistant producer.
EDITORIAL
Venice Beach Editorial, Los Angeles.
Rick Shambaugh and Bill Chessman, editors; Billy Sacdalan and Peter Smith, assistant editors; Patricia Gushikuma, producer.
POST
Sea Level, Venice, Calif.
Jim Bohn, Fire artist; Ben Gibbs, Inferno artist; Dan Connelly, executive producer.
Company 3, Santa Monica.
Stefan Sonnenfeld, colorist; Missy Papageorge, producer.
AUDIO POST
Margarita Mix de Santa Monica.
Jimmy Hite, mixer.
SOUND DESIGN
Slappo Music and Sound Design, Los Angeles.
Neil Uchitel, sound designer.