Third GMC “Precision” Ad Hits the Airwaves
“Sharp” Compares Men’s Fashion to Denali Lineup
The third ad in GMC’s “Precision” series hit YouTube and television today, comparing classic men’s fashion to the company’s range-topping Yukon Denali. Breaking from sports-themed ads "Swish" and "Fastball," “Sharp” focuses on the Denali’s precise, fashionable details, juxtaposed against an array of men’s couture pieces.
It’s not all talk, however; GMC partnered with New York–based fashion designer Michael Bastian (pictured below, left) for the commercial. Additionally, the company created a short film to go along with the ad campaign that explores precision as it relates to fashion, photography, and music. Bastain, photographer Michael Avedon, and musician Twin Shadow collaborated on the film, discussing how the need for precision affects their art. The film will be screened at New York Fashion Week: Men’s, which runs July 13-16 in New York City.
Interestingly, the press blast accompanying the new ad says that it “sparks the beginning of a creative dialogue between [Michael Bastain] and the GMC brand around what it means to be professional grade.” Reading between the lines, it could be possible that Bastain may work with GMC in the future, perhaps creating a line of bespoke options for the Denali lineup.
The “professional grade” company wouldn’t be the first manufacturer to work with a fashion house; Chrysler has had a series of interior options and trim levels designed by John Varvatos, Lincoln has frequently worked with Cartier, and even Fiat has offered the tiny 500 hatch with Gucci and GQ options.
Time will tell. For now, enjoy the newest “Precision” advertisement, along with “Swish” and “Fastball,” below.