When GMC unveiled the freshened up 2016 Terrain in New York early last week, U.S. Vice President of Buick-GMC sales, Duncan Aldred, mentioned the brand’s pillars of capability and precision craftsmanship. GMC’s most recent ad spots attempt to convey these pillars to the consumer by likening the precision of its trucks and SUVs to a baseball player’s pitch or a ‘swish’ in basketball.
There’s no denying everyone loves the sound of a ‘swish’, but why is that? GMC thinks it’s because we subconsciously liken it to perfection and precision. They believe this is the same thing that draws customers to its cars, the “precision” of the craftsmanship and styling and refinement over other non-premium truck brands.
GMC has been airing these ads on television in order to promote its ‘Precision Truck Event’, but incase you missed them, we’ve embedded the ‘Swish’ spot below. Check it out and let us know what you think in the comments. The automaker will also soon air another spot addressing its brand pillar of sharpness, likening it to the styling of a sharp dressed man.
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Nothing against the actual product, but this may be the single worst advertising campaign I have ever seen in my life. The Account Exec from Leo Burnett and whatever GMC Bozo executive that signed off on it should both be fired.
Your “Rembrandt” reference is a stretch, at best. I’ve never heard the term before these ads.
Who doesn’t love to watch him work? Me. And the 50% of men (and higher percentage of women) who hate watching baseball. Not to mention the MLB fans that would prefer a little offense rather than watching a pitcher try to throw at the corners all night.
And why would you start running this ad at the beginning of the NCAA Tournament and then start running your basketball ad near MLB opening day.
The concept and the execution are just plain stupid.
The Masters starts Thursday. God help me if I see something that starts out, “We’ve been thinking. A guy who wears a white jumpsuit and carries a golf bag is called a “Caddy”. Who doesn’t love to watch him work?”
I might shoot my TV.