"How about the text copy at the bottom - what do you make of the use of the phrase 'long haul'"?

The phrase "long haul" firstly serves to give meaning to the picture, it alludes back to the semi truck dominating the background of the ad. Semi trucks perform long hauls on a daily basis, it is their job to do this. Using this phrase actually highlights what is good about the deodorant. The company is saying the deodorant can not only last a long time (as is necessary for deodorant) but also put up with difficult work and still serve its purpose. This is also why the gloves and semi are the picture. They serve to represent hard work and a long haul which is what the company is trying to advertise the deodorant as being able to combat. It is saying that it will serve even the woman that works 10 hours a day to come home and be a gardener and exercise and take care of children; it wants the audience to believe it can handle the "long haul."

Donald Perez