REDFORD, Mich. Two new ad campaigns for the truck makers at Western Star and Sterling have some serious undertones.

Western Stars new tagline, Serious Trucks, and the Star icon make their debut in this new campaign, which features actual owners of Western Star trucks in real-life situations.

Western Star trucks have long been branded towards serious businesspeople who believe that a high-end truck is a sign of success. The brand’s reputation for quality and its strong dealer network have helped support these thriving careers, noted the manufacturer.

The ad campaign highlights Western Star owners’ trucks in tough applications like dump, logging, and heavy haul.

“For years, owners have referred to Western Star trucks simply as Stars, and our research shows that the logo on the grill is one of the most recognizable features in the industry,” said Ann Demitruk, director of marketing for Western Star and Sterling. “Based on our strong standing with customers, we created the new campaign to portray Western Star’s heritage of rugged dependability and quality craftsmanship from their point of view.”

Sterling’s new advertising campaign aims to highlights the brand’s ability to handle the most demanding situations and applications; with the new tagline: All day. Every day.

Each new ad depicts the demanding jobs that Sterling trucks take on every day, like navigating through a mountain of trash and hauling debris from a destroyed bridge. The headline sums up the company’s overall message: Life’s Uncertain. Sterling’s Ready.

“We’re proud to have a reputation for being work truck experts, and this campaign illustrates that our dependable trucks are always ready to get the job done,” Demitruk. “When our customers are faced with tough or unexpected challenges, they can always count on Sterling trucks to be up to the task.”

The new ads are currently appearing in industry magazines and will appear on posters at truck stops and on billboards.