How do you convince business travellers to fly the Horizon Shuttle between Seattle and Portland instead of making the awful three-hour drive?Create a website titled "The Slog: The longest three-hour drive in American history.” The website I5slog.com painted a dismal picture of Interstate 5 and featured 14 Ken Burns-style videos. Each video focused on different, real hazards along the drive. To consumers it was clear. Interstate 5 is not a drive you want to make.