The easy way to convey Minn Kota's tough new motor would've been to just crank the attitude up to 11. But we went a little deeper, painting Fortrex as a sinister drifter with a haunted backstory. The resulting headlines included a lot of prison lingo. Most of those weren't used. Here's what was, including a TV spot to help bring the message of "dangerous toughness" all the way home.
Source – http://youtu.be/7cRAtHFxUQs