Description
When people need a car battery, they’re usually stressed, frustrated, maybe even stranded. That’s an emotional moment. They're looking for reliability and peace of mind. That’s why Interstate Batteries is bringing its “Outrageously Dependable” promise to life with a bold new brand mascot for the first time in decades: Mr. Dependable.
While “Outrageously Dependable” has been a staple of Interstate Batteries for some time, the use of a new, recognizable brand mascot will enable the brand to stand out from the pack in a commoditized industry category through humor and relatable situations.
The “Traffic Jam” spot includes an appearance by NASCAR Cup Series driver Christopher Bell and showcases that whether you’re stuck in traffic or facing life’s everyday challenges, Mr. Dependable will be there for you, just like Interstate Batteries.
The Sasha Group developed the ad campaign. Production was handled by Eva Nosidam Productions and DiamondView, and it was directed by former Saturday Night Live editors Sean and Ryan McIlraith. The campaign is currently live on social media, online video and OTT.
This professional campaign titled 'Mr. Dependable' was published in United States in February, 2025. It was created for the brand: Interstate Batteries, by ad agencies: Diamond View, Eva Nosidam, and The Sasha Group. This Digital medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 2 months ago.
Credits
Brand: Interstate Batteries
VP of Marketing: Matt Lingenbrink
Senior Brand Manager: Adam Raycraft
Brand Marketing Manager: Victoria Stavropoulos
Brand Media Manager: Eric Jordan
Brand Content & Social Media Manager: Kelly Cunningham
Creative Agency: The Sasha Group
EVP, Client Partnerships: Mark Evans
VP, Client Partnerships: Law Smithson
Senior Account Executive: Travis Stephens
Associate Director of PM: Anish Thakkar
Project Manager: Glenn Irey
SVP, Head of Strategy: Jason Chan
Associate Director of Strategy: Elana Movshovich
Post Creative Strategist: Jordan Mills
Executive Creative Director: Kyle Arango
Creative Director: Rich MacLeod
Associate Creative Director: Jody Gowen
Senior Art Director: Steven Bregier
Sr. Graphic Designer: Kahelena Giltner
Copywriter: Caroline Martin
Copywriter: John Sutherland
Production: Diamond View / Eva
Executive Producer: Susan Mulvey
Producer: Noah Remondelli
Director: Sean McIlraith
Director: Ryan McIlraith
Executive Producer: Steven Kostyo
