• by Tanya Gazdik , September 14, 2017

Mack Trucks is partnering with country music artist Steve Moakler, who just released a song with the same tagline as the company: “Born Ready.”

The duo held a launch event to celebrate the debut of the truck maker’s new Mack Anthem highway model and the song in front of more than 800 attendees at the PPL Center in Allentown, Penn.

Inspired by what the Mack Trucks brand stands for, Moakler said he wrote the song “Born Ready” because it embodies the American values of hard work, commitment and passion. Mack also created a promotional video for “Born Ready.” 

“We appreciate that Steve was inspired by Mack to write his new song, ‘Born Ready,’ and we are pleased that he chose the Mack Anthem launch event to debut it,” said John Walsh, vice president of marketing and global brand for Mack Trucks, in a release. “‘Born Ready’ highlights what it means to be American and the standards that Mack holds true – work hard, never give up and, whatever you do, don’t rest on your laurels.”

The Mack Anthem is a reengineered, redesigned, and reimagined interpretation of what a highway truck should be, according to the company. It is aerodynamic, comfortable, and connected with a distinctively bold Mack look.

G7 Entertainment Marketing, the Nashville-based agency that is part of the Project Worldwide agency network, brokered the partnership between Mack Trucks and Moakler. The agency arranged for representatives from Mack to meet with Moakler earlier this year to get to know each other and explore the possibility of a partnership. During the meeting, it quickly became clear that they shared the same values, and shortly thereafter, Moakler began writing the lyrics and music for 'Born Ready.” By July, the first cut of the song was completed.

“‘Born Ready’ is about getting the job done, no matter how big the challenge,” Moakler said in a release. “It pays homage to the professional truck drivers out there every day keeping America moving. My grandfather owned a concrete trucking company running Mack trucks, so I’ve always had a special affection for the brand. ‘Born Ready’ celebrates the value of hard work, commemorates my grandfather, and connects it all to Mack Trucks, which was a significant part of his life.”