General Tire lock and loads ex-Green Beret for ad campaign
In order to create an affinity with its well-armed target audience, General Tire has recruited a former Green Beret to star in a new US-market print advertising campaign. Grady Powell has signed on as the gun-toting protagonist in the new “Anywhere Is Possible” campaign, which will promote the Grabber tyre range in magazines such as Guns & Weapons, Combat Handguns, Tactical Weapons, and Recoil. The campaign begins in April 2013.
“We’re constantly developing new ideas and looking to reach new audiences at General Tire,” said Travis Roffler, director of marketing for General Tire. “This reader base is primarily made up of military, law enforcement and weapons specialists and a good percentage of them drive a light truck so it made sense to be in this space.”
Powell, one of the operatives on the US television show ‘Stars Earn Strips’, was deemed the right man for the job due to his military service record. During his five years in the US Army he was considered one of the country’s most elite soldiers, and he served in the United States Army Special Forces as a Green Beret. “We knew the best way to speak to these enthusiasts was to bring in an expert in their field, so we brought on Grady.” Roffler continued. “To have someone with his knowledge and expertise in weaponry, coupled with his past experience on our tyres, just made sense. We are thrilled to have him as part of our team and are proud to support our troops that are coming home. Even if it’s in a small way.”
General Tire states that Powell “exemplifies what the Grabber line of tyres stands for, exceptional performance, durability and strength.” The tyre maker calls Powell’s selection as General Tire spokesperson a “perfect fit”.
“I was surprised when I first got the call from General Tire,” said Powell. “To be chosen to represent their brand, when I don’t even drive race cars, was pretty cool. It’s an honour to be a part of this campaign and to represent a company that is truly a leader in their industry. Using a guy like me, outside the race track, is a testament to their ‘Anywhere Is Possible’ theme. I’m proud to be a part of Team GT.”
The photos used in the campaign show Powell “at work and in a casual environment” along with a Ford F-150 on a set of Grabber HTS tyres and a Chevrolet Silverado on a set of Red Letter Grabber tyres. To add to the shoot’s authenticity, weapons similar to what Special Forces soldiers use in the field were also employed as props.