Real Chevy pickup truck owners talk proudly and affectionately about the “scars”—scratches, dents, dings, etc.—that their truck has acquired over years of tough duty. They even know where and when each scar occurred, and consider it a point of pride if their truck has more scars than their friend’s truck.

The casting process for Scars was crucial to the effectiveness of the execution. We were not just casting the real people themselves, we were casting a unique combination of person, occupation, and damaged truck. An interesting person wouldn’t work if their truck wasn’t damaged. A damanged truck wouldn’t work if it’s owner was uninteresting. With this in mind we began scouring the western US. Casting agents ran down leads and when they had exhausted them, began driving around highways and back roads looking for trucks that fit our criteria and flagging down the drivers. After that didn’t’ get a full cast, they looked around parking lots of home improvement and construction supply stores. This stringent casting criteria resulted in a cast of real people the likes of which has never graced another truck commercial.