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Dale Earnhardt Jr.'s new commercial airs Feb. 15.

The simple premise behind the shoot was to capture as much content as possible while Earnhardt, Topher, T.J. and the gang maxed out the fun from "the property." One of Earnhardt's friends broke the axle on a four-wheeler and slammed into a tree. Another flipped his four-wheeler. Earnhardt, of course, didn't wreck.

Peralta's crew filmed for two full days last week, shooting the four-wheelers and the paintball and the go-karts and the old western town that Earnhardt built, complete with a jail, saloon and wooden posts at which to tie up their four-wheelers.

"We wanted to show Dale in his real life," Hobart said. "We're just moving documentary-style all over his property. This is great content for his fans to see, and it's also going to show how he and his friends drink Amp through the day and night and do it in a very real way. It's very important to us that he's adopted this product."

Hobart said the commercial will have the feel of a movie trailer and it is intended to send traffic to the website. In addition to the footage of Earnhardt and his friends, the site will be the home for a new Amp promotion, "Get in Gear," which will give fans the chance to win merchandise that's exclusive to the campaign.

The site also will serve as the launching pad for several new Amp products, such as Amp Tradin' Paint, a fusion drink with orange, berry and lime flavors, as well as Amp lemonade, Amp black tea and Amp green tea, all of which will be unveiled over the course of the year.

"We want the fans to come onto the site, where they can get a lot more of the kind of content that's in the commercial," Hobart said. "The commercial will almost be like a teaser to drive people online."

Hobart said more Amp commercials will be coming later in the year as the energy drink looks for ways to leverage Earnhardt, although the concepts have not yet been plotted.

"We got off to a great start in '08, and when we were thinking about the '09 campaign, we really wanted to get inside Dale's head," Hobart said. "I think we've captured the real Dale."