When this ad was published Assault Industries was acquired and transitioning to the new ownership. Assault was considered a premium brand, but the company that now owned it had a less prestigious reputation in the industry. The chatter online and in off-roading circles was that the brand we worked so hard to build would die in the hands of a company that only made cheap parts in China.

I decided that all ads published until I left the company would reinforce that Assault Industries was not just a company, but a byproduct of a vibrant offroading subculture that would never go away regardless of its ownership.