Mack Trucks: By America’s Side

Over 125 years, as Mack grew into a market leader, a bulldog named Mack was featured on the hood of every truck it produced. But over the years, intense competition flattened the market — Mack’s share along with it. This campaign needed to remind the market how important Mack has been for America, re-instilling pride in the brand and re-establishing Mack as America’s greatest truck brand.

The idea was simple: bring Mack back. The campaign, “By America’s side,” reconnected audiences to the beloved brand icon itself by placing Mack the bulldog alongside the emotionally resonant American structures Mack trucks helped build — from the Hoover Dam to the Empire State Building. 

I was heavily involved with the creative ideation and art direction of this Cannes Lions Shortlisted campaign. Each image was built from a stock backplate with the addition of a carefully positioned 3D Mack bulldog render.

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It exceeded every campaign objective, achieving 34% higher engagement at a 59% lower paid media budget, and by Q4 2024, demand for Mack led to an order increase of 26% for its heavy-duty trucks — and a 264,000+ waitlist, directly attributable to the campaign’s impact. The campaign has since been organically adopted by Mack’s other markets, including Canada, Colombia, Australia and Mexico.

Internally, the campaign assumed a place of pride as the first-ever Mack campaign permanently placed in the Mack Trucks Historical Museum.

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