GMC's New Ad Campaign Isn't 'Like a Rock' - It's Like a Pro
Like a rolling stone. Like a rock. Like a G6 (not the Pontiac version). There are many descriptors out there, but GMC feels nothing fits its owners quite like “pro.” The trucks are still Professional Grade (TM), but advertisements are supposed to be all about us, about we, about me.
And so, GMC plans to embark on an advertising campaign calling its owners just that. The all-utility brand’s “Like A Pro” campaign kicks off this month, with a number of tailored TV and online spots showcasing “those who reach higher in everything they do,” according to the automaker.
Marketing efforts are fraught with peril, so no ad counts as a slam dunk until the public gives it a resounding thumbs up or, alternatively, mocks it out of existence. Let’s take a closer look at one of these spots.
“Our owners are dedicated individuals, respected by their peers, whose passion and abilities set them apart,” said Rich Latek, GMC marketing director, in a statement. “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.”
“Pro.” Like “boss,” but without the corporate overtones. Who are these people not living their lives like a pro? According to the commercials, they’re normal people who’ll marry your daughter and buy her a crossover, but lack a certain panache.
More by Steph Willems
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Did they rob the custom parts bin at PepBoys? What a gawdawful mess!
If nothing else, at least it sounds better than the more realistic: "Like a debt slave!"
The second GMC advert that plays after this one on Youtube is set to a song called "Me and You". They do know it's from an album called "I Eat Kids", right?
So, they swapped one lame ass ad campaign for another one? Just slap more cash on the hood.