Driving a snowplow is no easy business. Getting up about the time some go to bed, driving into a winter storm,  bearing down against brutal weather—all the while racing against a clock. When you’re under that kind of pressure to get the job done, you want equipment you can rely on. That’s where BOSS comes in.

BOSS understands that drivers, contractors and operators all have the same goal in mind: Keeping Them Open.

Schools. Storefronts. Hospitals. Uptown streets and back country roads. We race against the clock to keep traffic flowing and livelihoods moving, so that you never even know we were there. That’s what restoring order means.

Shot in BOSS’s hometown of Iron Mountain, Michigan, we used real snowplow drivers and their families in conjunction with real local business’s ‘OPEN’ signs to create an impactful campaign.