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[WATCH] “The Sharp American,” Which is Certainly a Video

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MICHAEL BASTIAN(!!!) and the GMC Yukon Denali

Michael Bastian and the GMC Yukon Denali
Photo: © General Motors

GMC has really been playing up its “Precision” angle to the hilt of late with ads that focus on all the ways that its vehicles compare to pitches, jump shots, and suits. Now, the latest aspect of the “Precision” campaign comes to us in the form of “The Sharp American,” a short film that features a whole bunch of slow, sweeping camerawork and a lot of narration from dudes.

You can check out the video below.

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“The Sharp American” debuted at this year’s Men’s New York Fashion Week. Directed by Arnold Boutin, it stars Michael Bastion (designer), Michael Avedon (photographer), and Twin Shadow (musician).

It’s…well, it’s an artsy-fartsy, high-falutin shill piece that features a lot of vague imagery and mumbo jumbo. Basically, we get sweeping shots of GMC vehicles corresponding with dudes talking about their respective lines of work. The whole thing is scored by a listless, faux-Jimi Hendrix guitar.

So if you’re into that kinda thing, totally check it out!

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