GMC has been on quite a roll lately with its Like A Pro ad campaign to heighten its prior Professional Grade message, and a recent ad for the 2018 GMC Sierra 1500 attempts to make a connection between the pickup being one’s “first real truck” in the same way as one’s “first real bike”. But the ad seems to have garnered some interesting responses, particularly from cyclists.
The GMC Sierra spot in question starts with a young boy peddling his little heart out while the narrator asks the audience to think back to their first bike. No, not one’s first bike, but their first “real” bike. The scene switches to a shot showing the (supposedly) grown version of the boy, now as a man, hustling his way up a mountain road on a road bike.
The narrator then follows up about one’s first “real” truck as the scene switches to show the Sierra. The ad ends with the man stowing his bike in the bed of the GMC Sierra Denali followed by a montage of various attractive driving shots.
All that sounds pretty good, and fairly benign to those who don’t much care for either biking or pick-up trucks. But a quick glance at the comments on YouTube shows a massive amount of bone picking. Now, we may be making a leap here, but we we believe that it’s common knowledge that the YouTube comment section is a vile cesspool of hatred that should be taken with grains tons of salt. Even so, the spot in question seems to have been spared the worst of the commentary, garnering a few humorous gems that go against both GMC and even the “cyclist” himself. Here are some examples.
One can argue that maybe he does need such a truck. Or maybe he typically hauls a bunch of bikes and decided to go solo for the day. Or maybe he prefers to have one vehicle (rather than two), and uses his Sierra for work as well as for play… and this is his play day. Next comment.
We’re of two heads on this one. Sure, trucks can be used for work, towing, hauling, and more. But if one chooses to baby his or her truck, what difference does it make to commenter Jake?
We aren’t exactly professional cyclists, so it’s hard to gauge just how accurate this comment is about the cyclist’s form. But it’s still a burn no less. And now, the final comment really hits to the core.
While it may possibly be true that the producers of this piece lack biking experience, it’s clear the brand was making a connection between a “real bike” and a “real truck” like the Sierra. So the fact that the rider might (that’s the key word) not possess the form to compete in the Tour De France is really a non-starter.
Thoughts? Share them in our comments section below.
Comments
Looks like GM forgot to show the cyclist ignoring red lights, stop signs and right of way – that’s what it was!
James Dean – killed by someone turning left in front of him – was it a cyclist?
Sam Kinison, a comedian folks here would have loved, killed by a head-in – was it a cyclist?
Drazen Petrovic of the Nets, killed by a head-on – was it a cyclist?
Harry Chapin, Jayne Mansfield, even Gen George Patton – ALL of them killed in accidents.
BY TRUCKS.
Find me one single example of a cyclist killing someone. You can’t. Even if you could, the percentages would make even Toshio Suzuki weep. Fools, every one of you who says bicycle riders are the problem.
I finally found an example of a cyclist killing people – in France a dude killed a whole family by riding up to them … and then using his automatic rifle.
Bikes don’t kill people, people kill people. Using trucks driven like they were made out of fairy floss.
You sir, are a dick.
You remind me of Shanique Pearson…
This super intelligent she-got-rights car “driver” knocked over a cyclist and then stopped, got out and started yelling your type of crap at the cyclist.
Only this cyclist was Jeremy Vine, presenter of “Crime Watch”! Guess who featured on the next show? Guess who ended up (back) in jail where she belonged?
Most real GMC Sierra owners are at least 50 lbs overweight, and have a Wal Mart bike in the garage they’ve used maybe once.
True bicyclists seem to drive Subaru or VW.
Lmfao so true
Most real bicyclists are 110 lb douche bags. Which one do you drive, the Subaru or VW? I’m only 25lbs overweight but I drive a Silverado! I doubt a roadie could even open the door of a GM truck let alone drive one.
I’m guessing closer to 50 lbs overweight if opening a car door and driving are noteworthy physical feats in your book. And 10 inches too short; the only time you get to feel tall is in your obese pickup.
No cyclist here, just an observer of the obvious.
Real bikes have POWER !!!
Specialized Turbo, Levo, Kenevo
Stealth H52
Hi Powered Cycles Revolution, Typhoon
Haibike Flyon
If you’re gonna claim to be professional, it helps to be authentic.
That said, I doubt most people picked up on the rider not being quite up to Tour de France grade.
Reminds me of the Silverado ‘Broken Fence’ commercial a couple of years ago – the western rancher raises Longhorns, but rescues a black and white Holstein calf.
people in the know pick up on stuff the rank & file don’t.
Would you even notice that you hit a cyclist with a new Sierra?
cycling is pedaling your legs off to give your ass a ride
The first time I saw this ad it was during the Tour De France, during which they showed it about 100 times. The first thing I noticed was the guy’s spasmodic riding style. It was funny that they targeted an audience who are the types to notice something like that.