This cat is no cuddly kitty: A new TV and print campaign for Arctic Cat All Terrain Vehicles showcases the ATV’s manly side and compares the vehicle with its competition.

Print work includes blurred shots of ATVs in action and the tag-lines: “Work so hard they have calluses on the handlebars,” and “It’s tough, it’s mean. It doesn’t even call home on Mother’s Day.”

“This campaign needed to take the gloves off and challenge the shopper to put Arctic Cat on their shopping list,” said Steve Kuklinski, vp, management supervisor at Minneapolis-based Periscope, which created the ads.

In each print ad, an ATV feature-—such as fuel capacity—is compared with that of its competitors, including Yamaha and Polaris.

“We’ve tried to be competitive in the past, but this time we wanted to make a much bolder competitive statement,” Kuklinski explained.

Print ads for the Thief River Falls, Minn.-based client broke this fall in magazines such as Field & Stream. TV ads are running in spot markets and on ESPN.