GMC Strengthens Professional Grade “Like A Pro”
New “Like A Pro” ad campaign personifies what it means to be Professional Grade
2017-06-06
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Oshawa, Ontario (Tuesday, June 6, 2017) — Today, GMC debuts “Like A Pro,” a new campaign evolving its “We Are Professional Grade” positioning. “Like A Pro” celebrates GMC vehicles and customers — people who passionately live life to a higher standard. The “Like A Pro” campaign illustrates the core values of “We Are Professional Grade” and shows the emotional connection customers have with their GMC trucks and SUV models.
GMC owners demand vehicles that are designed, engineered and built to a higher standard. For nearly 20 years, GMC has established a strong reputation with “We Are Professional Grade.”
“The values of our dedicated GMC owners are reflected in our “Professional Grade” spirit, whose passion and abilities set them apart, as individuals and with their peers,” said Mike Speranzini, brand director for GMC in Canada. “With this new campaign we look forward to bringing that emotional connection to life, and show how we think our customers live their lives like pros.”
The new ads, filmed in Canada, feature GMC Denali trucks and SUVs — the pinnacle of Professional Grade. The campaign also debuts the all-new GMC Terrain, which launches later this summer. Terrain joins the hot-selling, recently redesigned GMC Acadia in the GMC SUV lineup.
The lead ad, “How Do You Want To Live — Anthem,” will air in 30- and 60-second executions. This new work showcases those who reach higher in everything they do. Leading to Father’s Day weekend, GMC will debut “Dad Like A Pro” in select media, including the final round of a major golf tournament. The 60-second spot gives an inside look at the relationship between a father and his son. The emotional connection in the spot is further enhanced by the casting of a real-life father and son. During the summer, a new Acadia spot called “Third Row Like A Pro” will be added. This spot showcases a parent maximizing the versatility and capability of the GMC Acadia. In unique time-lapsed editing, you see the driver manage three rows, three sports … no problem.
With the popularity of double cab special edition trucks with Canadians, a unique 30-second spot called “Truck Envy”, featuring the Sierra Elevation edition, will additionally air in Canada.
The campaign will showcase the GMC brand across media channels and consumer touchpoints from broadcast television to the showroom floor. Join the conversation on social media using #LikeAPro.
About GMC Canada
GMC has manufactured trucks since 1902, with innovation and engineering excellence built into all GMC vehicles. The brand is evolving to offer more fuel-efficient trucks and crossovers, including the Terrain small SUV and Acadia crossover. GMC’s highest-volume vehicle, the Sierra pickup, is the most powerful light-duty pickup on the market, and the first full-size pickup to receive the highest-possible five-star Overall Vehicle Score for safety since the National Highway Traffic Safety Administration changed its New Car Assessment Program for the 2011 model year. Details on all GMC models are available at http://www.gmccanada.ca, on Twitter at @GMCCanada or at http://www.facebook.com/gmccanada.