GMC Launches “Like A Pro” Ad Campaign with Trio of New Commercials
GMC this week debuted the next evolution of its “We Are Professional Grade” brand identity with the launch of “Like a Pro” its newest ad campaign.
“Our owners are dedicated individuals, respected by their peers, whose passion and abilities set them apart,” said Rich Latek, GMC marketing director. “Their values reflect our ‘Professional Grade’ spirit and we look forward to bringing that emotional connection to life. And we’re excited to show how we think our customers live their lives like pros.”
The campaign kicks off with the first of three new commercials, “How Do You Want to Live—Anthem,” which will air both in 30- and 60-second cuts. In the minute-long version, the viewer is asked if they want to be better than just good. If they want to be a boss, a standard-bearer, a rebel, or—natch—a pro. It is insinuated that being better than good involves driving a GMC, because of course that’s the message at work here.
Oddly enough, for the idea of this ad serving as an anthem, the musical accompaniment is limited to some muted strings underlying the gravely voiceover.
The 30-second version of the ad condenses the same idea and focuses solely on the Sierra whereas the longer version highlights the Sierra alongside the Acadia and next-gen Terrain.
The follow-up commercial, “Dad Like A Pro,” will premiere across various platforms over the weekend of Father’s Day, including airings during “the final round of a major golf tournament.” Scored by “Me and You,” a plucky Dylan-esque tune by Barry Louis Polisar, this ad follows a father and son and ends with the former driving home in his 2017 GMC Sierra to deliver a Hot Wheels version of his truck to the son who adores and emulates his every move.
The third spot, “Third Row Like A Pro,” will begin airing in July and will emphasize the third-row capabilities of the next-generation Acadia with the help of time-lapse photography.