The video takes place in Russia and features the typical Ken Block approach — extra adrenaline, overt use of slow motion, and earsplitting dubstep to appeal to the Monster energy drink crowd. Block’s vehicle, a souped up Ford rally car, is loaded up with GoPro HD cameras to capture the entire snowy ride.

Block tries to “take out as many cameras as he can,” according to GoPro’s YouTube explanation. It’s an interesting approach in product promotion; rarely do we see a brand-sponsored video committed to destroying the very thing it is trying to sell.


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