We're not talking about the Meatloaf song, either. This is one fast truck, powered by a 16-cylinder Detroit Diesel Corp. engine that delivers 3,800 horsepower. It made an appearance at the recent World Tire Conference & Exhibition of the International Tire and Rubber Association in Louisville, Ky.
Called ``Joint Venture,'' the truck is sponsored in part by International Marketing Inc. (IMI), which has equipped the modified diesel's tires with a batch of IMI's ``Equal'' tire-balancing product. In 1995 the truck-which runs on 36-ply F-16 fighter jet tires on the front and aircraft tires from a 737 on the rear-set a land speed record of 220.919 mph at Bonneville Salt Flats International Speedway.
Driver Mat Marsac works out of Dallas as a product support manager for Detroit Diesel's Southwest Region. And he denies having a ``death wish,'' though he told us he once had the Freightliner up to 238 mph when its two front tires blew.
His goal: to go 260 mph-the fastest truck of this size is in the Guinness Book of World Records for achieving 256 mph.
Asked to describe what it feels like to go so fast in a big diesel, Mat chuckled and replied: ``It's the scariest thing I've ever done-and I've been married twice!''
Michelin North America is pinning its hopes on ``revitalizing'' its Uniroyal brand via a new advertising campaign, according to a story in the May 27 issue of TIRE BUSINESS.
The report didn't mention that Trone Advertising, the new ad agency for Uniroyal tires, was also responsible in 1988 for launching the ``Joe Camel'' campaign that is said to have revitalized the flagging Camel cigarette brand.
Missing from the new Uniroyal campaign will be the brand's famous ``TigerPaw'' mascot, who is not gone but only on hiatus. Maybe the tiger can team up with old Joe-as long as the tires don't have to carry a warning from the Surgeon General that using them could be hazardous to your health.
More than just tires
We must apologize. In all the reports on which tires ``win'' which race, we've really neglected a crucial component.
What, you may ask?
Until we got the news releases from The Urda Co. Inc., a marketing, advertising and public relations firm, we didn't realize we've overlooked the lowly radiator cap (and hose clamps, as well).
But Urda pointed out that ``the last time a Stant radiator cap did not make the trip to the winner's circle at the Indianapolis 500, there were only 49 U.S. states, `Ben-Hur' was the new hit movie and all of America was singing `The Battle of New Orleans.' '' The year was 1959. The next year, radiator caps made by Stant Manufacturing Inc. began a 36-year winning streak at the brickyard.
Firestone tires ``won'' at the recent Indy 500 and the U.S. 500. But we have yet to hear which radiator cap, or brand(s) of jockey shorts, helped win the races.
They say the ``S-word'' (sex) sells everything from soap to tires.
Ad Age recently ran a slick two-page advertisement from ESPN, the cable network for sports junkies. ``Once every 27 seconds the average man thinks about sex,'' it stated. ``The rest of the time, he's all ours.''
As for that other ``S-word''-sports-a British doctor warns that the United Kingdom may soon experience an outbreak of what he's calling ``Mad Couch Disease.'' With soccer finals around the corner, and the upcoming Olympics in Atlanta, the good doc said many Brits will be camped out on their couches, glued to the telly. That means a lot of lethargy, junk food and weight gains.
The same warning could well apply to Americans. So remember, during those commercial breaks jog into the kitchen for that hoagie, bag of chips and brewski.
Sorry, the line's busy
Has the world gone mad?
Picture this: a woman and her two kids were trapped upside down in an Alfa Romeo involved in a one-car crash in Portland, Ore. Firefighters trying to extricate them with the ``jaws of life'' tool were interrupted, the Akron Beacon Journal reported, when the woman insisted on taking a call on her car phone.
``It was unbelievable,'' said a rescuer. ``She's hanging partially out of her vehicle, and she proceeds to have an argument with her husband about where she is.'' (That one was worth recording!)