• by Tanya Gazdik , June 6, 2017

GMC is launching a brand campaign complete with a new tagline: “Like A Pro.”  

The automaker says it is an evolution of the brand’s long-time “We Are Professional Grade” positioning, which dates back to 2000. The campaign, from Engage M1, personifies what it means to be “professional grade.”

Creative celebrates GMC vehicles and customers — people who passionately live life to a higher standard. The campaign aims to show the emotional connection customers have with their GMC trucks and SUV models.

GMC owners are dedicated individuals, respected by their peers, whose passion and abilities set them apart, says Rich Latek, GMC marketing director.

“We believe ‘pro’ describes someone who excels at what they put their mind to or a product that’s designed and built to a higher grade of quality,” Latek tells Marketing Daily. 

The campaign illustrates how GMC helps empower its consumers to be their very best, and do what they need to do, go where they need to go, he adds. 

“We are continuing to communicate to our customers on both a brand and product/feature level, allowing us to raise awareness, opinion and consideration as well as distinguish our GMC trucks and SUVs from others in the market,” Latek says. 

The new ads feature GMC Denali trucks and SUVs. The campaign also debuts the all-new GMC Terrain, which launches later this summer. 

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.

On Father’s Day, GMC will debut “Dad Like A Pro” in select media, including the final round of a major golf tournament. The 60-second spot features a real life father and son and gives an inside look at the relationship between them. 

In July, 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-lapse editing, viewers will see the driver manage three rows and three sports with no problem. 

The ads are part of a multi-media campaign and will run nationally on TV, including network, prime, and cable. Some cable networks include HGTV, CNN, ESPN, CNBC Food Network, Bravo and National Geographic.  The ads will also run on digital and social channels beginning June 6.