BendPak, an off-shore manufacturer of automotive aftermarket appliances catering to a wholesale dealer market for over 50 years, approached Marcus with a desire to conceive and execute an advertising concept that would increase their brand's awareness and noteriety.

 

Unperceived by BendPak, they were sitting on a opportunistic marketing goldmine. They had three notable customers already using their equipment.

 

Marcus' concept was to photograph these three moguls in their own workspce with their own BendPak equipment then adapt a headline taken from the USMC creed that also encompassed each endorser's relationship with the brand. The success of these first three ads developed into a 5-year brand building campaign for BendPak featuring 14 celebrity endorsers and included product placements into numerous popular TV shows and feature films such as 20th Century Fox Television's "24" and Universal Picture's "Fast & Furious" series among many others.

 

Each individual image needed to best capture the personality of each endorser in their unique environment. Marcus also was assigned the resposibility to secure and negotiate each endorsement deal on behalf of BendPak, schedule and direct each phtotshoot as well as digitally edit each image to highlight the product and endorser.

 

According to BendPak's metrics, this highly successful campaign reported a 3-fold increase in consumer brand awareness after a 12 month campaign consisting of only the first 3 endorsements. Sales reflected the success of their metrics as the campaign grew over its 5-year period.