Rock legend Kid Rock just came out with the American Badass Grill—a 100-percent made-in-America charcoal grill—and he has put together the greatest marketing campaign in the history of this country.
You see, Kid Rock is tired of seeing the words "Made in China" on his stuff, so he's decided that the "American Badass" move would be to start making his own stuff.
To drive the message home, Kid Rock is destroying Chinese-made grills.
The first way he did it was with a semi-automatic .50-cal rifle.
"We got grills that are made in China, and we got .50 cals that are made in America. This is 100 percent pure American badass."
The aim was to show "what it looks like when Chinese-made grills meet American-made explosives."
His team, which includes the lovely Paige Duke, has also showed us what it looks like when Chinese-made grills are catapulted across a field and hammered with rounds from shotguns.
"If it's not made in America like the Kid Rock American Badass Grill, you don't want it," Duke asserts.
"This is for all you hardworking American Badasses," Duke says as she joins Kid Rock in filling the Chinese grills with lead.
"In your face China," Kid Rock yells after destroying the grill.
The grill was launched into the air by an "All-American crew," in case you were concerned.
It really would be dumb to buy any grill other than the American Badass, which aims to "Make Grilling Great Again."
"When you get something made in America, the quality is going to be better," Kid Rock explains. "Win, win, win, win, all the way around."
It is one of the most versatile grills on the market. It is "large enough to fit 12 burgers, small enough to take the party on the road," and also features a dual damper system that allows it to cook in different ways.
"The American Badass Grill comes with a dual damper system so you can control heat, the key to perfect grilling," the website says. "Open the vents, let in more air and you’ll turn up the heat for fast grilling with a nice sear. Close the vents to lower heat for low and slow grilling."
The grills cost about $100. To paraphrase another American hero, go buy Kid Rock's stuff.