HT Creative

Concept Development, Creative Direction, Copywriting

Collaborated With

Creative Peanut, Graphic Design

Concept: People Powering Technology

When I’m traveling along Interstate 95 and I pass by a semi-truck hauling a gray container with a big blue and white “TB” on the side, I smile. Why? Because I know the people behind that TB – and they’re the good ones. The ones who actually answer the phone for their clients and go far beyond the job description to get the job done right. It’s rare and it’s beautiful. TB stands for Trailer Bridge, a trusted source for asset-based logistics services, ocean shipping, NVOCC, and 3PL services throughout North America, Puerto Rico, Dominican Republic and the Virgin Islands. It’s easy to think all logistics companies are roughly the same – but Trailer Bridge is teaching customers to reconsider that notion with creative marketing that’s as different as the company itself. This particular ad was created to speak to the heart of Trailer Bridge: its people. Automated phone systems are not what wins a customer’s loyalty; it’s the people on the other end – the ones customers talk with every time they call Trailer Bridge. What a concept, right?

Concept: David vs Goliath

Trailer Bridge has been around for more than 30 years and has grown tremendously during that
time. Even so, compared to some other ‘giants’ in the logistics world, Trailer Bridge is the young kid with a lot to prove. Which, if you think about it, is a good thing. It means Trailer Bridge is going to work harder – and smarter – putting the latest technologies and a whole lotta’ heart into everything they do. Their story reminded me of the Biblical story of David and Goliath – and the lesson from that story, as told in this print ad – powerfully captures the essence of Trailer Bridge.