In the fall of 2022, XPO spun off their asset-light transportation business to form RXO. As a new company in a growing category defined by excessive truck imagery and an overly serious tone, they needed a way to stand out.
Enter Cow and Egret, an unlikely talking animal spokes-duo with a passion for RXO. Cow and Egret take in the world from their roadside vantage point where they have a front row seat to the comings and goings of RXO trucks. With humor at the heart of the campaign, this odd couple trade playful barbs while dishing out knowledge on all things RXO.
Featuring over 30 spots of varying length, the campaign has something for everyone while feeling nothing like what you’d expect from a transportation company servicing over half of the Fortune 500—and we wouldn’t have it any other way.