Eaton is the leader in Commercial Vehicle Transmissions, but for years they weren't acting like it. Ads were all product based with no voice and no heart in a strict corporate standard. This campaign was launched to make Eaton stand for something to truckers. Yes, these are b2b print ads in a niche industry, but this was a huge step forward for a brand that was running headlines like: A new, more efficient transmission for your fleet.
