POLARIS: PR Advertising Campaign

Polaris claims to build the world’s toughest ATVs. But so do their competitors. And they outspend Polaris 20 to 1 to do so. In order to stake their claim, the CEO of Polaris decided to do what any self-respecting CEO would do: He picked a fight. Tom Tiller challenged his competitors to compete in The Duel: A series of ATV riding challenges that would prove, once and for all, who builds the world’s toughest ATVs.