Peterbilt truck drivers aren’t big on change. When Peterbilt launched a brand new vehicle to replace the model drivers knew and loved, they understood it would be be met with opposition. How could we convince these drivers that the upgraded 589 was the driver-centric vehicle that would help usher in the next generation?

A spot revealed at the launch event that tugged at drivers’ hard-working heartstrings — two minutes of pure human storytelling to demonstrate that no matter what changes, the Peterbilt legend lives on.