Travel Centers of America was another sales pitch. The problem with an industry that feels as cookie-cutter as possible (truck stops), how do you differentiate this from the others. After reading the creative brief and digesting that one of the “perks” of the role would be the wide variety of customers coming in from the highway, I took a look at Buc-ee’s. This irreverent take on rest stops felt like a fantastic place to look for inspiration.

Initial concepts were a little off the wall, but we did settle on an Elvis impersonator as the hero of the campaign.