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. Check out the video here:

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