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Craig With Blue Tundra Side


HUNTSVILLE, Ala., (April 25, 2017)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 story line 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. 

The multiplatform campaign includes multiple TV commercial spots, print advertising creative, digital creative, in-store signage, radio spots, integrated social media and more. With the LINE-X organization’s heavy focus on its rapidly expanding network of more than 500 franchises across the United States – and distributors in more than 70 countries –  the campaign ultimately was created for individually-owned retail locations and their regional efforts.

Morgan’s witty personality – along with his military, outdoorsman and music background – has been the driving force behind the country star’s partnership with LINE-X. His personal Jeep also features an exciting, customized LINE-X ULTRA application on its exterior, along with a variety of accessories, to maximize expression of his adventurous lifestyle.

“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.”

Need to see more LINE-X vs Drop-In? Click here to see how LINE-X matches up.