CTNA officials said the new consumer media ad series brings “an edgier look and feel to the traditional General brand and are targeted to specific market segments.”
One ad features a mermaid and touts the wet traction performance of the General Exclaim UHP, while another featuring a ninja focuses on the sport compact tuner segment.
Similar ads have also been developed for the Grabber light truck/SUV line. A fifth ad with the tagline, “The tire choice of: The More Things Change, the More They Stay the Same,” includes a collage of old and new vehicle images, recalling the brand’s 90-year history and appealing to the broad consumer and hot rod/muscle-car markets.
