Mad Media produces new dynamic GRAND-AM commercial to air during the 24 Hours at Daytona

Fort Mill, SC – (Jan. 27, 2011) – Continental, the Official Tire of GRAND-AM Road Racing, will air an exciting new commercial during SPEED’s live coverage of the much anticipated Rolex 24 at the Daytona International Speedway in Daytona Beach, Fla., Jan. 27 through 30.

The dramatic new TV commercial captures Continental’s passion for racing and excellence.

“It is said that passion is the genesis of racing. It’s what propels us forward, pushes us further… and faster — to exceed our own limitations,” says the narrator while drivers secure their helmets and prepare to take on the daunting GRAND-AM course.  “At Continental Tire, our passion for racing drives our technology — from the track to the street.  Continental Tire, the official tire of GRAND-AM racing.”

The fast-paced, 30-second spot features GRAND-AM competitors on Continental tires at speed, flawlessly executing the curves and straight-aways down a winding track in full racing trim.  The commercial targets car enthusiast with a passion for the open road, racing and the adreline rush of performance.  The spot was produced by Mad Media of Oceanside, CA, and the entire sequence was filmed at VIR race track in Virginia during a tire test session.

“Continental Tire has an unwavering commitment to motorsports tire technology, and we’re determined to remain a leading force in racing, technology and safety,” said Bill Caldwell, vice president of sales and marketing, Continental Tire.  “GRAND-AM Racing is the country’s preeminent sanctioning body in sports car racing, and we’re proud and honored to partner with them as the title sponsor of the 2011 Continental Tire GRAND-AM Sports Car Challenge and as an official sponsor of the GRAND-AM Rolex Sports Car Series.”

The GRAND-AM Road Racing model has revolutionized racing with its electric battles at the front of the field and close finishes in virtually every race.  The season opening Rolex 24 at Daytona is North America’s premier sports car event, and has become a “race of champions,” featuring stars from NASCAR, IndyCar, F1 and international sports car series.

The Continental GRAND-AM TV commercial will be aired on SPEED during the GRAND-AM race broadcasts during 2011.  For the full GRAND-AM Road Racing series, visit