The new generation Argosy, aimed at the long haul market that extends from Fleet owners to entrepreneurs, and has enjoyed market dominance since its launch in 2003.

“Against the backdrop of its new brand positioning of ‘nothing can stop a freightliner’ and its pay off line ‘Run Smart’ Freightliner, we created a series of ads focusing on the Argosy’s new super powers and each innovative feature of this awesome truck, depicted by using world class photography, says Old Shanghai Firecracker Factory’s creative director, David Taylor.

“We used world class photographer Bryan Traylor, Locker14, originally from the USA and a leader in automotive photography to visually created epic images of the Argosy in all its glory in a variety of ‘super hero’ poses.

Taylor says that the attitude of being unstoppable was also very important in the campaign’s communication and this was strongly conveyed in the headlines of each advert including:

‘Up here nobody can catch me’
This is focused on the ‘super power’ of the Argosy’s lightweight and aerodynamic cab which increases the payload thus benefiting a business’ pocket. The visual strengthened the headline by having the Argosy ‘flying through the clouds’.

‘I am a force to be reckoned with’
This is focused on the ‘super power’ of the Argosy’s choice of two powerful engine makes, Detroit Diesel and Cummins, and is the only brand that offers this. The visual has the Argosy in a harbour container yard, where sheer power is needed in hauling huge payloads.

‘I put the brakes on anything that tries to stop me’
This is focused on the ‘super power’ of the Argosy’s innovative gradient sensor, which sensors the incline of the road and shifts to the appropriate gear to pull away and doesn’t compromise the clutch. This visual scenario has the Argosy driving up a mountain road.

‘I am geared to dominate’
This is focused on the ‘super power’ of the Argosy’s advanced transmissions. In conjunction with the two engines makes, the Argosy is able to squeeze the last ounce of power from every drop of fuel. Therefore being extremely fuel efficient. The visual shows the Argosy zooming through a tunnel effortlessly.