To capture the rugged and adventurous spirit of our trucks, we borrowed the iconic visual language of classic, 1960’s era, Western Cinema. And unlike other brands in the crowded, truck category, we told our story using humor, instead of the usual, self-serious tone consumers expect.

Inspired by classic, 1960’s Western Cinema, we had the opportunity to avoid the cliché, mock-bravado, casting of typical truck commercials. Thus, allowing us to pursue some of the most unique, character actors from the independent film world– such as Dale Dickey, Don Swayze, John Cothran, and E.J Callahan to help bring our story to life.