HX Truck Launch Commercial - Born of Mettle

When the brief for BharatBenz’s HX trucks came in to us (8Spades), we were told it would launch alongside TorqShift, a campaign already steeped in metaphor and emotion.

So the task was clear, to craft a completely distinct narrative that stayed true to the product’s technical strength while being just as cinematic and compelling.

These trucks are built for crusher operations - gritty, heavy, and built to change the way construction transport works. There were many upgrades under the hood, but the most defining of all was this: Improved aggregates that give the HX the mettle to carry more load, more relentlessly.

And that’s when it struck us, The very metal used to build this truck comes from the same mountains it's now built to move.

That insight shaped the campaign: “𝐌𝐞𝐭𝐭𝐥𝐞 𝐁𝐨𝐫𝐧 𝐨𝐟 𝐌𝐞𝐭𝐚𝐥.”
We told the story by tracing the journey of metal, from being mined out of the earth to being forged into precision parts: steering systems, suspension, brake components, finally coming together to form a machine engineered to move similar mountains it once came from.

Like watching a Transformer rise from the ground, only real, rugged, and ready.
We had to balance the visual poetry with hard specs, storytelling with science. That’s the craft we love.

And our amazing team came together to create this magic aligned to trucking industry.