More than four decades have passed since C.W. McCall first pulled his 18-wheeler into the Old Home Filler-Up an’ Keep-on-a-Truckin’ Café, but the 1974 Clio award-winning campaign still resonates today.
The series of 60-second commercials created for the Metz Baking Company chronicled the romance between a truck driver for Old Home named C.W. McCall and a gum-smacking truck-stop waitress called Mavis. The commercials traced their early infatuation at the Old Home Filler-Up an’ Keep-on-a-Truckin’ Café to a date at the drive-in movie with Mavis’s mother along as a chaperone.
Sales soared. A career, and a phenomenon, was born. Follow the story arc through the 12 commercials from the series here.
Then, as now, telling an entertaining story with your brand at the center is the key to memorable, effective advertising.
The Spots
Follow the story arc through the 12 commercials from the series.
Behind the Scenes
Writer, creative director, and C.W. McCall’s alter ego Bill Fries tells the behind-the-scenes story of how this campaign came to be – in song.
