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

Using humor for B2B business

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in