Trucking is not about the good life of the open road. It’s a tough business that never quite pays on time. eCapital, a financial services company that helps trucking companies get paid fast, asked us to build its brand in the space. Working with Jake Bogoch of AndSo, we developed a creative idea that made it clear what eCapital actually does: Money for all the things that cost money. The campaign theme cut to the essence of what every trucking company needs to survive and grow; cash flow they can count on. With Paul Constantakis directing the spots are funny, witty, and hard-hitting.