LINE-X has teamed up with country music entertainer, military veteran, award-winning TV host and philanthropist – Craig Morgan – to call on truck owners across the United States and beyond to drop their drop-in bedliners and choose LINE-X, the same scientifically-advanced spray-on coating that’s trusted to protect the Pentagon from bomb blasts. The prominent musician is at the center of a multiplatform, integrated marketing campaign with the long-time leader in powerful protective coatings and first-rate truck accessories – created to shed light on the extreme differences between drop-in bedliner options and LINE-X’s celebrated spray-on bedliner.
The fun, lifestyle-heavy campaign rides on the storyline from a video spot in which two pickup trucks go head-to-head in a tug-of-war battle over a treacherous pit in the Tennessee countryside. The LINE-X truck – armored on its exterior with the brand’s top-shelf ULTRA coating and a highly customized pattern/color design, as well as a LINE-X PREMIUM bedliner – takes on a rival truck with a cheap, drop-in bedliner. A chain is attached to both. “Let’s see which one comes out ahead,” says Morgan.
“I know firsthand how durable this stuff really is in bringing extreme protection to my reborn 1994 Jeep Sahara and in my truck beds,” said Morgan. “It was fun dragging a drop-in bedliner down the road and bringing that to light in the commercials.”
“Craig’s humorous, hard-charging personality and overall persona has been such an incredible reflection of LINE-X’s brand and the lifestyle surrounding it,” said Dennis Weese, LINE-X’s president. “It only made sense for us to partner with him on calling out the dramatic differences between LINE-X and sub-par drop-in bedliners. This spirited campaign spells out exactly why our scientifically-advanced spray-on bedliners really are beyond comparison and crucial in protecting the investments of literally everyone who owns a pickup truck.”