Max & Al's Heavy Duty
- Brand
- Chevrolet
- Year
- 2010
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- STRUCK
- With
- Campbell-Ewald
Objective
Chevrolet needed to head off Ford's new Power Stroke diesel and lock in loyalty among heavy-duty pickup owners, so Campbell-Ewald built the "Max & Al" campaign around the Silverado HD's Duramax-Allison pairing and its track record of years on the job, not spec-sheet claims. The campaign broke from typical heavy-duty advertising by leaning on humor to tap into how truck owners actually talk about their trucks. The game turned that same "hauls hard, never breaks" message into something the player does rather than watches.
Solution
You play as Max & Al, the Duramax engine and Allison transmission personified, running an 8-bit course on a construction site. Guide them around the site picking up materials, then haul the load through a string of checkpoints to rack up points before the run ends. The real voice lines from the campaign's videos, with Patrick Warburton and Craig Robinson as Max & Al, play throughout. Your score posts to a shared leaderboard, so you're playing against friends and everyone else on Facebook and iPhone.
- 1
Players reach the game either through the "Heavy Duty" app tab on Facebook or by installing the free "Max and Al's Heavy Duty" iPhone app.
- 2
The game opens on a pixel-art, 8-bit construction site populated by Max and Al, the same characters from the campaign's video spots.
- 3
The core loop has players scavenge loose cargo scattered around the site and haul it through a series of checkpoints to deliver it, earning points for each successful delivery.
- 4
Voice lines and sound effects recorded by the actors who play Max and Al in the campaign's videos play throughout the session.
- 5
After playing, players see their score ranked against friends and the wider pool of Facebook and iPhone players, with beating that leaderboard as the reason to come back.
