General Tire and Mad Media celebrate an EMPixx Award win for their “Ballistic” commercial

Fort Mill, SC – (Oct. 11, 2011) – General Tire and Mad Media took home an EMPixx Award for their fast-paced commercial “Ballistic,” featuring world champion of off-road racing, “Ballistic” BJ Baldwin. The EMPixx Awards, sponsored by the American Pixel Academy, honors excellence in the areas of five moving pixels, including television commercials.
While the viewers may only see a 30-second clip, an enormous amount of work goes into its production. General Tire 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 – Mad Media.
The commercial features Baldwin in his off-road truck fitted with General’s Grabber competition tire – the ultimate off-road, high-performance tire, tested in some of the world’s most treacherous conditions and most rigorous terrain.
“Less than one percent of the earth is paved,” says the narrator as Baldwin’s truck mounts rocky hills. “Go attack the rest.”
As the intense, 30-second spot comes to a close, the narrator ends with, “General Tire. Anywhere is possible.”
The spot was produced by Mad Media of Oceanside, Calif., and was filmed in the torturous terrain of the Nevada desert. To catch a glimpse of Baldwin blazing through the desert, you can view the commercial on General Tire’s YouTube channel: www.youtube.com/teamgeneraltire.
For media information, visit www.ctamedia.com or www.ctamedia.mobi.
For more than 90 years General Tire has offered a complete quality line of ultra-high performance, passenger, light truck, off-road and commercial tires to meet all your needs.  General Tire is a proud supporter of Lucas Oil Off-Road Racing, Chili Bowl, Pro-Pulling, Late- Model Dirt Series, Drag Boat Series, Boost Mobile FreestyleMx.com Tour, Spec Tire of Trophylite and Pro Truck.  Team GT supports off-road and short course teams including BJ Baldwin, Carl Renezeder, Rick D. Johnson, Jerry Zaiden/Jason Campbell, Jason/Rich Voss, Scott Steinberger, Ed “Clyde” Stout, Marc Burnett, Kent Kroeker, Mikey Childress, Carey Hart, Josh Merrell, Jeremy “Twitch” Stenberg, Robby Woods and Jeff “Ox” Kargola.
General Tire is part of Continental Tire the Americas, LLC. (www.generaltire.com). CTA, based in Fort Mill, South Carolina, is a company of Germany-based Continental AG. With sales of approximately €20 billion in 2009 Continental is among the leading automotive suppliers worldwide. As a supplier of brake systems, systems and components for powertrains and chassis, instrumentation, infotainment solutions, vehicle electronics, tires and technical elastomers, Continental contributes enhanced driving safety and global climate protection. Continental is also a competent partner in networked automobile communication. Continental currently employs approximately 134,500 in 46 countries.

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