General Motors Co.'s GMC brand on Monday said it launched a new advertising campaign titled "Precision" that showcases the brand's focus on details and features its entire lineup including the popular Denali sub-brand.
The carmaker said the multimedia campaign is part of a "major investment by GMC." The Detroit automaker did not say how much the ad campaign will cost, but said it's the first time since the 2000 launch of the "GMC: We are Professional Grade" tagline that all vehicles will be included.
GMC is GM's No. 2 brand in the U.S. in terms of sales, up 11.3 percent last year to 501,853. January 2015 sales for GMC rose 28.6 percent to 35,671. The lineup includes the Acadia SUV, Canyon midsize pickup, Savana van, Sierra full-size pickup, Terrain crossover and Yukon and Yukon XL SUVs.
"For discerning GMC customers, Professional Grade has evolved to mean exacting attention to detail and fine craftsmanship in everything they do and purchase," Duncan Aldred, vice president of GMC sales and marketing, said in a statement. "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."
The company said the first of three TV ads developed by Leo Burnett Detroit is called "Fastball." The 60-second ad begins airing Monday and features San Francisco Giants left-handed relief pitcher Jeremy Affeldt, who helped lead his team to win the 2014 World Series. The ad features Affeldt "painting the corner" of the plate, which in baseball is described as an art, or even higher level of striking out a batter.
The ad's theme centers around precision and attention to detail by pro athletes and professionals and how that translates into GMC engineering and design. The "Fastball" ad showcases vehicle details such as French stitching on a GMC leather seat.
The second ad is called "Swish" and features Golden State Warriors basketball forward Harrison Barnes. The third ad "Sharp" parallels contemporary menswear, with details of a nicely dressed man with his designer cufflinks and features the precision of a GMC Yukon Denali.
GMC said the ads will run all year and will expand to digital, social and print advertising.