A new monster truck is crashing, flipping and racing into to town.
Set to debut on Jan. 7, 2012, Monster Energy will join the Monster Jam circuit at Reliant Stadium in Houston.
Sponsored by Monster Energy Drinks, the new truck features the signature hot-green, claw-like "M" seen on Monster Energy drink cans. The "M" flashes across a black background and sits just behind the door of the car. The hood is, for the most part, hot green, and the back end of the truck is largely black.
With an SUV body style and hot-green rims, the 10,000-lbs., truck looks intimidating and reckless.
But I'm curious about the move toward commercialized trucks. Monster Energy certainly isn't the only truck on the Monster Jam circuit that advertises a company or a brand think Ironman, Advance Auto Parts Grinder and US Airforce Afterburner -- it's simply the most recent.
I don't doubt that advertising on the side of a monster truck is effective. After all, Monster Jam has more than 350 performances each year in 10 countries, reaching more than four million fans. Some of the competitions are broadcast on SPEED and CBS.
But it's hard for me to believe that advertisement trucks will ever become the most popular. It's difficult to compete with the unique and creative designs of Grave Digger, Monster Mutt and El Toro Loco in the first place. Slapping an advertisement on the side seems to make that even more difficult, if you ask me.
In fact, I was delighted the first time I saw Ironman live. I loved the body style, I loved the neon lights on the undercarriage, and I loved the color scheme. Then I found out that Ironman was designed to promote the Ironman 2 movie, and that truck instantly lost some of it's magical appeal for me.
I just hope the same doesn't happy for Monster Energy. I'm always excited to see a new truck on the circuit, but I wish so many of them weren't moving toward the commercialized side.
Monster Energy will be driven by Damon Bradshaw and has scheduled appearances in San Antonio, Milwaukee, Denver and St. Louis.
Read more about Monster Jam monster trucks:
Sandra Johnson is a long time fan of the rough and tumble world of Monster Jam. Follow her on Twitter: @SandraJohnson46