Anonymous Content Director Patrick Sherman helms the first new TV creative for Interstate Batteries since 2007. Sherman collaborated with agency Firehouse to develop the spots, which each feature a hapless driver stranded in a frustrating predicament due to a dead car battery.
Tight Fit follows the parking lot trials of lower-level IT drone Otis. Upon leaving work on a warm summer's day, Otis discovers two hulking SUVs have parked so close to his aging compact car that he's forced to squeeze, contort and otherwise wedge his not-inconsiderable girth between the vehicles and finally into the driver's seat. After finally achieving his victory over rude parking manners, Otis suffers another defeat with his own "shoulda had an Interstate" moment.