“When you drive a truck carrying 40,000 pounds of tumbling sludge, you don’t do it in a pair of dry-cleaned slacks, sipping on a half-caf-mocha-latte,” said writer Matt McNelis. “That’s the idea behind these recruitment ads for Associated Ready Mix Concrete, one of the largest and oldest family-owned concrete companies in the country. Interestingly, when we asked one of the workers why he chose to be a concrete truck driver, he said, ‘Because I’ve been to hell, and hell is a cubicle, a collared shirt and a boss with a ten-word title.’ The client was thrilled to carve out such a distinct look and tone in the trade publications. All positions have been filled, and the ads were even turned into T-shirts for the drivers.”