Third installment in Precision campaign features
leading
American designer Michael Bastian
DETROIT – The parallels between the GMC Yukon Denali and the
world of impeccable dressing, from apparel to accessory and grooming, is the
focus of “Sharp”, the third installment in the brand’s Precision advertising
campaign launching today.
The
Precision campaign is part of a major advertising investment this year that
showcases GMC’s full line of premium trucks, SUVs and crossovers, including its
popular Denali sub-brand. The two previous spots in the series, “Fastball” and
“Swish”, focused on how precision influences athletic performance.
In
“Sharp,” GMC collaborates with leading fashion designer Michael Bastian, who
makes a cameo appearance in a new TV ad. The “Sharp” ad sparks the beginning of
a creative dialogue between the designer and the GMC brand around what it means
to be professional grade, juxtaposing the details of an impeccably dressed man,
right down to the designer stitching in his suit compared to the precise
features in a Yukon Denali.
The
Yukon Denali is the ultimate expression of professional grade, blending unique
design elements with upscale amenities, including premium interior materials.
To
complement the TV spot, GMC created a short film exploring precision in
fashion, photography and music, entitled “The Sharp American.” Directed by
acclaimed storyteller Arnaud Boutin, the film features perspectives from
Bastian, photographer Michael Avedon and musician Twin Shadow on how precision
shapes their respective crafts. The piece celebrates sharp Americans who stand
out from the crowd through their commitment to creating at a professional
grade. The feature-length film will be screened during the inaugural New York
Fashion Week: Men’s, which is taking place July 13-16 in New York City.
“Attention
to detail, precision and craftsmanship are at the core of the GMC brand and
there are obvious similarities between the design of our vehicles and the
precision and craft which go into other aspects of premium design,” said Duncan Aldred, vice president of GMC
Sales and Marketing.
”We enjoyed exploring these parallels with Michael Bastian and in the film,
‘The Sharp American’.”
Said
Bastian: “I was excited when GMC approached me with this opportunity to explore
this concept of ‘sharpness’ and the design parallels between our two worlds. As
a luxury brand, we understand the necessity for attention to detail and craft
in everything we do, much like GMC. As we put the finishing touches on our
upcoming Spring ’16 runway show at the first dedicated New York Men’s Week, GMC
gave us an invaluable perspective on how a premium brand outside of fashion
explores cut, detail, and precision.”
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.gmc.com/, on
Twitter
at @thisisgmc or at http://www.facebook.com/gmc.
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