Courage Inside explores the intense and beautiful struggles related to facing fears and achieving personal triumphs. Women are seen taking on grandiose and routine challenges that require something more. Whether it’s surfing a huge wave, climbing a mountain, taking the stage, conquering the day, or beating the clock we are reminded through art and copy that we can all do more than we think we can.

Women buy nearly a quarter of a million trucks every year. From a business standpoint, it was critical that we make a brand connection with this growing and influential audience.

The paradigm needed shifting. Simply casting women in traditional gender roles, as wife and mother, or placing them in the stereotypical “man and truck” environments, was off base and, frankly, insulting.

Rather than focus on the beauty of our trucks, we aimed to highlight the strength and beauty of women who aspire to achieve great things.

COURAGE INSIDE

HAVE YOU EVER THOUGHT –

“I COULD NEVER DO THAT”

HAVE YOU EVER THOUGHT —

“I COULD NEVER CLIMB A MOUNTAIN

OR COMPETE AGAINST THAT”

HAVE YOU EVER THOUGHT –

YOU JUST DIDN'T HAVE ANYTHING LEFT IN THE TANK?

WELL – YOU DO.

YOU CAN BREAK A STEREOTYPE,

AND THROW IT INTO A WHOLE ‘NOTHER GEAR.

BECAUSE THE COURAGE

IS ALREADY INSIDE.