Jennings Is in It for the Long Haul

Jennings/The Agency introduced its first advertisingcampaign for Volvo Trucks North America this month.

The Chapel Hill, N.C., shop won the $1 million assignment from Volvo in January, in a review against incumbent Carmichael Lynch, Minneapolis, and CWA and Trone Advertising, both in Greensboro, N.C.

Volvo, also in Greensboro, wanted a local agency to handle spring promotions for its line of rigs directed at owner/operators of long-haul fleets, according to Bob Kochuk, creative director at Jennings.

Four print ads shot in a mix of monochrome and color extend Carmichael’s tagline, “To new roads.”