Videogame ads have long enjoyed the freedom of dissing other ad categories, and it's especially nice to be able to dump on the frequently cretinous fragrance genre when you're spinning your wheels for, in this case, something called ATV Offroad Fury 3 for the PS2. Does the ATV-challenged Ozzy Osbourne know about this game? He'd probably break his hand playing it. At any rate, Chiat/Day illustrates the idea of "blazing your own trail" and "forgetting boundaries" on an ATV by inventing a men's fragrance and then doing some kind of Freudian number on it. (A companion TV spot takes a somewhat different tack, in which an ATV demolishes a guy's "baby," his customized Dodge Charger, while he's hawking a car wax.) The print shoot, according to photog Byll Williams, who shot the whole thing (www.byllwilliams.com), involved a white wall built on location behind a mud slick to catch the ATV's successive spatters, all of which were photographed so Williams could pick and choose his grunge effect. He also does all his own Photoshop work, so he played with plenty of mud to get a "seamless transition," he says.