It features off-road world champion racer “Ballistic” BJ Baldwin his truck fitted with General’s Grabber competition tire.
“Less than one percent of the earth is paved,” says the narrator as Baldwin’s truck mounts rocky hills. “Go attack the rest.”
The EMPixx Awards, sponsored by the American Pixel Academy, “honors excellence in the areas of five moving pixels,” including TV commercials.While the viewers may only see a 30-second clip, an enormous amount of work goes into its production, according to the tire maker as it issues praise to Mad Media, the spot’s producer. General “works off the principle that no detail should be spared, and that’s why it’s chosen to work with some of the best photographers and producers in off-road footage.”
The winning commercial can be viewed at www.youtube.com/teamgeneraltire
For more information, visit www.generaltire.com.