real men drive concrete trucks

Oddly, this campaign reminds me of Christmas at my house. Imagine the conversations that take place between an uber liberal creative type, who spends his day in front of a computer, and a hard ass, hard working guy that would fit into these ads. You'd have to meet my father-in-law, to totally understand, but let's just say he's not the uber liberal creative type.

Really nice work from Young and Rubicam, Irvine. Is this really for a concrete company? Sadly can't read the detail to tell, but I'm just surprised that they'd have ad agency budgets for targeting potential drivers. Maybe it's for Chevy trucks.

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