The campaign arrives amid stagnant retail sales for GMC, though total sales including fleet deliveries are on pace to have their best year since 2004.
DETROIT -- GMC is trying to make more of an emotional appeal to consumers by launching an ad campaign that focuses on its buyers' lives with their vehicles and informalizes the brand's long-running "We Are Professional Grade" tag line into "Like a Pro."
The commercials, scheduled to begin airing today, don't highlight the utility or amenities of GMC pickups, SUVs and crossovers. The first spot introduces the campaign by asking if people want to have merely adequate lives before asserting that GMC owners prefer to live "like a boss, like a rebel, like a standard-bearer, like a pro."
Another one, called "Dad Like a Pro," shows a young boy mimicking his father, who brings home a ride-on toy version of his Sierra Denali crew cab. The spot, scheduled to debut on Father's Day during the final round of the U.S. Open golf tournament, casts a real-life father and son, GMC said.
Future commercials will follow a similar formula, such as using the phrase "Third Row Like a Pro" to demonstrate the Acadia large crossover's seven-person capacity.
"'We Are Professional Grade' has really been a foundation of GMC for almost 20 years now," GMC's marketing director, Rich Latek, told Automotive News. "This enables us to add some humanity into our ads and into the brand and drive an emotional connection."
The campaign arrives amid stagnant retail sales for GMC, though total sales including fleet deliveries are on pace to have their best year since 2004. The brand is preparing to launch a redesigned version of its Terrain compact crossover this summer.
Actor Will Arnett continues his role as GMC's voice in the commercials. The ads, which still include the line "We Are Professional Grade," also will appear in other types of media and in dealership showrooms.