Fires We've Started

For years, truckers have idled their engines at night for cooling and heating. So how do you persuade them to change? MindFire created the simple, intriguing theme of "It's time to Own the NITE™." The ads showcase how Bergstrom's battery-powered NITE System eliminates overnight idling, meets the growing number of no-idle laws and saves $13,000 a year in fuel costs. Plus, the product name is part of the theme line. Now that's "owning the message."