WILLOUGHBY, Ohio — Western Star Trucks is bringing back the rugged look and feel of the Old West with a new Western inspired advertising campaign.

“We are proud of our reputation as a manufacturer of top-of-the-line, well-built, rugged, and dependable trucks,” said John Merrifield, senior vice president of sales and marketing for Western Star Trucks. “Our new brand image reflects the authenticity of the brand and the unique personality and individualism of our customers.”

Building on its Western heritage, the Western Star advertising campaign, currently appearing in magazines, on posters at truck stops, and on selected radio networks, feature a selection of Western Star’s most beautiful trucks, both in construction zones and on the open road. With a wanted poster and a wild west look, the ads’ rugged theme is sure to take customers back to a time when a firm handshake closed a deal.

“Our customers know that Western values like hard work and dependability make all the difference when doing business,” said Merrifield.