All-terrain-vehicle (ATV) maker Polaris is launching its largest-ever multiplatform ad campaign, built around the message that Polaris builds "The World's Toughest ATVs" - and, apparently, that it has the toughest CEO, too.

The campaign, put together by McKinney-Silver of Durham, NC, includes TV spots on Versus (formerly Outdoor Life Network), web video banners and a blog, writes MediaPost. But what's novel is that Polaris CEO Tom Tiller is challenging the CEOs of the major ATV manufacturers to an ATV riding competition. "The Duel" is intended to demonstrate that Polaris executives are also avid sport riders themselves and walk - or ride - the talk.

The various elements of the campaign drive traffic to www.polarisduel.com, which details the race, the track and the vehicles, and will carry updates on which CEOs have responded to Tiller's challenge, as well as offering discussion areas, blogs, and petitions to the CEOs that site visitors can sign.

The site also offers a "Declare-A-Duel" game and features an online poll to allow visitors to vote on four technical challenges that ultimately will become part of the actual race. The CEOs of Honda, Yamaha, Arctic Cat, Can-Am, Kawasaki and Suzuki have until Oct. 20 to take Tiller up on his challenge, slated to take place Nov. 16.