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Some brands are so sexy they almost market themselves. Some brands are not. You can put truck stops in the latter category.
So when Pilot Flying J, which operates 650 travel centers along America's interstates, was mapping out its first major integrated marketing campaign—which debuts today—it made a nervy decision. Instead of just touting amenities like Wi-Fi, and food and beverage choices, the company gave a starring role to its restrooms. In the brand's new 30-second TV spot (which you can see below) and in one of its four new print ads, the commode is the best seat in the house.