Hasta La Creative!

Examples of advertainment or brand-sponsored entertainment are cropping up at a regular interval now. Could it be, brands–consumer and B2B–are ready to embrace this form of content full on? I think yes, especially when you factor in the internet as an affordable distribution channel for the content.

Navistar International Corporation, which markets a new long-haul truck, the LoneStar, with a sticker price of $120,000 to $140,000, is in the game.

Hard-driving and frequently misunderstood, long-haul truckers are a proud and spirited breed. In Drive and Deliver, Academy Award-nominated director Brett Morgen journeys into your world, and over far reaches of open road, where the realities of family, business and brotherhood converge into one inspiring story. Premiering during the Great American Trucking Show (GATS) in Dallas, TX, Friday August 22nd.

According to The New York Times the work is coming from Fathom Communications in Chicago.

Mark Leger, managing director at the Chicago office of Fathom, said the film is a way to “elevate the conversation beyond products and product specs.”

The soundtrack includes music by Merle Haggard, Lynyrd Skynyrd, the Marshall Tucker Band and Hank Williams.