In automotive customization, celebrity endorsements are huge. SKG wanted to go outside the Hip-Hop and Off-Road communities they already had recognition with, and reach new broader audiences. Mad Media created this ad featuring skateboard legend Bucky Lasek with his SKG customized FORD F150. We picked Bucky because he is a true automotive enthusiast. He has several cars and actively races. The goal of the creative was to give SKG Auto a “larger than life feel” and to tap into the “Pimp my Ride” culture of automotive enthusiasts.