Western Star, Sterling are ‘serious all day’

REDFORD, Mich. — Western Star Trucks and sister company Sterling have announced new ad campaigns for their respective product lines.

Western Star’s campaign tagline is quite “Serious.” Really, that’s what it’s called: Serious Trucks. That, along with a new Star icon make their debut in this new campaign, which features actual owners of Western Star trucks in real-life situations in tough applications like dump, logging, and heavy haul.

“Western Star trucks have long stood for serious businesspeople who believe that a high-end truck is a sign of success,” the company says in a release. “The new icon and tagline communicate this sense of pride.”

Says Ann Demitruk, director of marketing: “For years, owners have referred to Western Star trucks simply as ‘Stars,’ and our research shows that the logo on the grill is one of the most recognizable features in the industry.”

The new tagline will also be featured on bumper stickers available at Western Star dealerships.

Sterling, which like Western Star, is a unit of Freightliner LLC, rolled out its own campaign that highlights the “brand’s ability to handle the most demanding situations and applications.”

Featuring the new tagline ‘All day. Every day,’ each new ad brings to life the demanding jobs Sterling’s work trucks are used for, such as, for example, navigating through a mountain of trash and hauling debris from a destroyed bridge. The headline sums up the overall message: Life’s Uncertain. Sterling’s Ready.

“We’re proud to have a reputation for being work truck experts, and this campaign illustrates that our dependable trucks are always ready to get the job done,” says Demitruk.”