New GMC Ad Campaign Emphasizes Precision
Professional Grad Tagline Stays, New Spots Highlight Attribute
Over the last several years, GMC has used the tagline “Professional Grade” as its brand tagline, much like BMW’s long-running “Ultimate Driving Machine” or Mercedes-Benz’s “The Best or Nothing.” GMC is not abandoning its well-recognized tagline as much as it is highlighting one of the key attributes that is a component of the Professional Grade image. GMC is releasing the first of a series of commercials with the theme “Precision,” which will be highlighted in several different spots.
The first commercial, dubbed “Fastball,” features left-handed San Francisco Giants pitcher Jeremy Affeldt throwing a 95 mph pitch, “painting” the corners of the plate, known as a “Rembrandt” in baseball terminology. The voiceover says “A strike is a strike anywhere in the zone. Maybe people just appreciate that kind of accuracy.”
The second of the Precision-themed ads will feature Golden State Warrirors forward Harrison Barnes in a spot named “Swish.” The third spot, labeled “Sharp,” breaks with the sports analogies to highlight men’s fashion, juxtaposing a well-dressed man with such details as cufflinks next to a Yukon Denali. All three spots open with an instrumental excerpt from The Who’s “Eminence Front,” a selection made for its confident tone and precise composition and arrangement. Watch “Fastball” below.
Source: General Motors