New GMC Campaign Celebrates the Art of Precision

 
Precision can be the difference between winning and losing, or that element that separates ordinary from a cut above. GMC today unveiled "Precision," an advertising campaign promoting the brand's relentless attention to detail, a foundational value for the brand.
The multimedia campaign is part of a major investment by GMC this year that showcases GMC's full line of premium trucks, SUVs and crossovers, including its popular Denali sub-brand. The entire GMC showroom is featured in the campaign for the first time since the 2000 launch of tagline "GMC: We Are Professional Grade." The ads represent a broader, contemporary interpretation of the longstanding GMC positioning.
"For discerning GMC customers, Professional Grade has evolved to mean exacting attention to detail and fine craftsmanship in everything they do and purchase," said Duncan Aldred, vice president of GMC Sales and Marketing. "Precision is a core attribute of the brand and is reflected in GMC's continued momentum. GMC's year-over-year sales gains are a strong indicator that premium GMC attributes resonate with customers who seek more from their vehicles."
 

"Fastball," the first of three TV ads developed by GMC and agency-of-record Leo Burnett Detroit begins airing nationally in a 60-second ad on March 2. The ad's underlying theme is that the same precision and attention to detail applied by pro athletes and accomplished professionals translate to GMC engineers and designers. Ultimately customers who demand superior execution in the products they purchase look for the same level of precision and craftmanship.
"Fastball" opens with a panoramic view of a packed ballpark. The scene shifts to San Francisco Giants left-handed relief pitcher Jeremy Affeldt as he deftly paints the corners of the plate, a "Rembrandt" in baseball terminology. Striking out a batter is one thing; painting the corners of the plate to strike out the batter elevates his craft to a higher level. As the narrator speaks, shots of Affeldt pitching alternate with GMC vehicle details, such as the French stitching on a GMC leather seat and a grille's sparkling meshwork.