ON THE ROAD: Ghurka has turned to photographer and blogger Sean Sullivan of The Impossible Cool for its spring ad campaign. The digital campaign, which launches this week, is made up of a series of photos and short films that showcase Sullivan’s road trip across the U.S. in Ghurka’s 1972 Mercedes 280SE. During his travels, Sullivan “scopes out the finest in under-the-radar regional culture and landscape” and documents it with behind-the-scene footage of the trip, interviews with local personalities and “a collection of fresh American road images,” according to the company.

The campaign will run on Esquire and The New Yorker’s Web sites, and there will be a custom Facebook app where viewers can upload their own travel photos to be judged by Sullivan and Ghurka. One winning photograph will be chosen weekly for 12 weeks, and the photographer will be awarded Ghurka travel items.

This story first appeared in the April 30, 2013 issue of WWD. Subscribe Today.

“This isn’t your typical Route 66 trip,” said Pam Bristow, vice president of brand communications. “It’s more about a New Yorker going across the country and seeing the things that they’d find interesting.”