This weekend, GMC launched its first advertising campaign for the all-new 2019 Sierra 1500. Called Step Up Like A Pro, the effort is focused on highlighting the new truck, and the campaign’s first spot is called Anthem“. In it, GMC focuses on the innovative MultiPro tailgate – a Sierra exclusive that aims to improve the customer experience by offering six functions for different use cases – while affirming the Sierra as the king of premium pickup trucks and inviting owners of competing models to switch to Sierra.
“‘Step Up Like A Pro’ is an empowering call to action that resonates with truck owners, encouraging them to reach higher in their lives and not accept the ordinary. ‘Anthem’ continues to define our GMC ‘We Are Professional Grade’ standards and signals landmark change to the industry, “said Rich Latek, director of GMC Marketing.
The Anthem spot shows owners of competing pickups, particularly those from Ford and Ram, dismounting the tailgates from their trucks and commencing a march, tailgates in hand, to the tune of Steam’s infamous Hey hey hey, goodbye tune. The marchers are headed to the top of a mountain, where a man and his 2019 Sierra stand tall.
The spot ends with the Sierra man deploying the step function of the MultiPro tailgate, stepping into the truck’s bed, and enjoying the view of the incoming marchers.
“The tailgate to end all tailgates” appears at the very end.
The Step Up Like A Pro spot of the 2019 Sierra launched on Saturday, January 5th, 2019 through numerous media channels, first airing during two NFL Wild Card games broadcast by ESPN.
The MultiPro Tailgate
The MultiPro tailgate, exclusive to GMC, was introduced by the 2019 Sierra 1500 and is available on the Sierra AT4 and Sierra Denali trim levels. GMC describes it as the most useful, complete and revolutionary pickup tailgate in history, offering six positions for improved storage of second-level cargo, load stopping solutions and easier access to items in the truck’s box.
The six functions of the MultiPro gate are as follows:
- Primary gate: opens from the key fob, from inside the truck or via a button on the gate.
- Primary gate load stop: helps prevent items from sliding out of the box.
- Easy access: the inner gate folds down, allowing a deeper reach into the box.
- Full-width step: the inner gate folds into a large step for easy access and holds up to 375 pounds.
- Inner gate load stop: helps prevent second-tier items from sliding out of the box.
- Inner gate with work surface: when opened, provides a work surface as well as second-tier loading.
Stay tuned to GM Authority as we bring you the latest GMC news and Sierra news.
Comments
Ford fanboys are triggered.
That tailgate is better, safer (although probably heavier) than that stupid “man step” that no one uses. Not saying this GMC tailgate will be highly utilized, but it aces the bragging rights test.
Even if you don’t spring for the fancy GMC tailgate, you get the bumper step, which is still far more useful and practical than the Ford solution.
Same tune I hummed when Hillary lost to Trump…
LOL
Win or lose, the trump cult would have still been triggered. Its that self-victimizing they love to do.
Seems really gimmicky to me. Would rather have a tailgate than can be opened/closed via FOB.
You can open it with the key fob also moron, were have you been?
Thats not available on all trims. Like I said, id rather have a tailgate open and close via a fob.
If you don’t have money to buy a decent truck then buy you a cheap Kia !
Not sure why you are so butthurt over my comments. Glad to know I have fans.
then get an LTZ or High country chevy, that tailgate does that.
I would rather have an interior that has modern surface materials instead of the miles of 1999 plastic GM put in their all new 2019 pickups.
Seriously, if all GM has to advertise is the tailgate, they are in HUGE trouble. Because people actually sit in the cabin of a truck about 1000 times more than use the tailgate.
GM has failed at the 2019 trucks, I expect RAM to outsell the Chevy truck by the end of the year.
Number of people that would rather have this tailgate over useful things, like adaptive cruise control? ZERO
That may be the dumbest commercial I’ve ever seen. If this the basis for a campaign, its lack of creativity and substance will only have been surpassed by the Cadillac Dare Greatly campaign.
I saw that over the weekend and it was a very good commercial. This is what people remember when they look to buy something. GM as a whole needs to do more commercial where they explain one particular stand out detail, this will make a difference in sales.
Great AD!
Great ad until you consider that every Chevrolet owner is in the same situation.
That song is going to get old fast. I saw the commercial three times during this weekend playoffs and I’m tired of it. Maybe it’s GM’s farewell theme song!
Not sure the tailgate will offset the dash but. I think the tailgate is a win, win. I like it very much. On the HD it will come in handy do to the fact you can not reach the box from behind the tailgate when it is dropped, well ok at 6 foot I can reach 16″ in the box but could not lift anything, so again it is huge. Also between the step and the fact you can load 4 foot wide sheathing goods at a lower level when the center is dropped is also huge. I also much prefer the electric push button latch.
Win – Win ! ! !
In my opinion if the dash looked better with a slightly larger screen not RAM huge screen, with this tailgate, with the new rear seat comfort, and the 10 speed transmission this truck would have been the clear winner overall.
Maybe since the GMC HD is not out yet GM is improving the dash, I doubt it , but one can hope and then be disappointed, I guess.
Nice. But …
Wonder how long they’ll stick with the epic 60 second-long version, vs a 30-second version. Or a 30
-second with a lease or deal offer attached.
And, wonder what those tailgate hill-climbers are supposed to do with their tailgates once they get up there….?
But ya, leaps and strides above the ususal ‘gift like a pro/dad like a pro’ stuff. (The …like a pro) isn’t a new campaign. This one just makes more of it.
Hope they run it thru the NFL playoffs.
Great ad. Lord Almighty praise the MultiPro tailgate. It looks good and better than the flip out plastic handle on the side of the tailgate step the Ford my dad had circa 2015.
Great tailgate and a very good ad to show the differences.
The trolls here can deny it but good marketing rises above their petty comments.
The Denalis must be selling well as I see them everywhere with temp tags on them.
Not a troll, I just dont think the tailgate adds value. If you are too out of shape to climb into the bed of a truck with the step bumper I suggest spending some time in the gym instead of relying on tech.
How does this not add value ? If you use your truck for work, hauling, or hunting, this adds great value.
I’m not sure how old you are Jwl but getting in and out of a truck bed easy will be something ALL, let me say that again, ALL people will at sometime in there life value. I am 50 I can still flop on the tailgate or use the GREAT bumper step to get in the bed, but this tailgate is AWSOMELY fast to use. Push, push walk right in, when done fold up like a normal OLD tailgate.
Also come on over and you use my 17 Denali HD and load 90LB bags of concrete in the box, and I will step right in this tailgate, closer to the bed and get the job done, easier, quicker, and with less back strain.
I am NOT impressed with the dash in this truck however when something is as useful and as easy to use as this tailgate it is a plus and an ADDED value.
I think a side and bottom hinged tailgate (honda ridgeline) would be a better solution.
Too bad the rest of the truck sucks. I drove test drove a new sierra saturday. The ride sucked. …very harsh..the seats are uncomfortable …. the radio had something wrong with it, it couldnt tune any fm local stations …..and the drive ended when the noise cancellation gave me a killer headache. I have driven gm vehicles for 30 years….and that will end now because gm is making low quality vehicles that no one wants to buy.
Interesting test drive observations. .. I also had issues with the noise cancellation making my son complain of a headache 10 minutes into our test drive. Something isn’t right with these trucks sound systems.
It’s a good ad. Memorable. GMC’s advertising has generally been better than the rest of General Motors.
GM may have to expand availability of this tailgate to Chevrolet to counter the new Ram which appears to be a better overall product and is already stealing sales from the timidiy redesigned Silverado. The tailgate would be a cheap fix to give Chevrolet dealers something to crow about with prospects.
People focus on the interior of the other trucks and those manufacturers went over the top on them so that customers wont notice that the rest of the truck is not up to par with GM!
Remember it’s a truck!
BRIAN I agree that GM trucks have other good qualities to consider but when your paying nearly 70k for a 1/2 ton truck you should expect nothing less than over the top everywhere! I have said it multiple times before and I will say it again. GM can update the interior relatively quickly by simply putting the new Tahoe / Yukon interior in the high end trucks. Personally I think they should do it ASAP!
Look most people dont buy the 70k version and then focus should be on it being a truck. The SUV should be nicer, it’s not designed to be a truck! You can pull with it and haul some things in the back but let you can with a truck.
I know you keep bringing up the 70k but what is being missed here is the smoke and mirrors that is being done to make you not pay attention to why the GM trucks are better trucks and have better truck options that help truck owners use their trucks to do work. Instead of saying just pay attention to the dash and not the rest of the truck!
People have got to start digging deeper into the trucks and not just pay attention to what the eye can see in front of them. That’s just being lazy on the consumers part!
” O” Brian, we all know if GM made a truck that had a board for a seat you would be happy and if there were more of you that is exactly what GM would do.
You are also FALSLY speaking that GM has a better truck than the competition. The last trucks IF you were lucky enough to have owned one without trouble good for you. However if you were NOT lucky enough then you were plagued and brought down be CONSTANT trips to the dealer to address engine and transmission troubles. When CUSTOMERS were told that the way there, lets see now, Silverado, Sierra, Lacrosse, CT6, ATS, Colorado, and Canyon, transmission were OK and that it is NORMAL operation the way they shift. Well it is NOT focusing on what makes a vehicle great. Combine that with the ZERO CUSTOMER SERVICE provided by GM and the FACT that GMs warranty is ABSOUTLY NO GOOD when they tell the CUSTOMER that is just normal operation you LOSE the smoke and mirror argument.
Lets see, if GM has already lost 2-5% sales to RAM, that is 2-5% of GM owners that had troubles with there GM vehicle and got ZERO CUSTOMER SERVICE. And with 10,000 to 20,000 more RAM owners, and the soon to be coming NEW RAM HD, look out. Now GM has to have a BETTER truck with BETTER CUSTOMER SERVICE than RAM. Good luck. All the ads in the world will not convince people who have went through this headache that GM is better, they, we have lived it.
I am not in marketing and have never been in marketing and don’t have a clue on the amount of money companies pay for it. But in my opinion if GM doesn’t address the ZERO GM CUSTOMER SERVICE and the ZERO WARRANTY on ” normal operating conditions” it wont matter how much they spend on ads. There are, or were thousands of ” REAL PEOPLE” affected by this that is why the “real people ” ads were so funny. ( there are literally spoof ads payed for by “REAL COMPANIES” for this very reason ). While GM is trying to CONVINCE you they make a better mouse trap and that there mouse trap is more reliable. The ” REAL PEOPLE ” that have lived through the headache have been buying ” OTHER BRANDS ” and that is why GM market share continues to slide.
You and GM will never “convince” vehicle owners that if they now pay more money for this new thing from the same dealer and the same GM that the next time will be better. WHY would it be better? GM will have to now lose more market share to competition and simply wait for that brand to screw up making the CUSTOMER happy. By then where will GM be. Selling 3 trucks for $50,000 profit.
I wonder how much it cost to engineer/develop this tailgate? No doubt it’s a unique feature that is not available on others, but I agree with many others, the money would have been better spent on the interior, specifically the seats. I sat in a ’19 Sierra SLT last weekend, the seats were flat and narrow. They looked like they would not last a few years before the foam and covers were shot? The back bench seat was flat and hard as well. The truck had a sticker of over $60K, but seats looked liked the belong in a base $25K Colorado.
I disagree! The money should be invested in things that make it a better truck! Not something that makes it look better! Functional design that helps you do work with your truck!
Seats are not hard! I sat in the same truck as you and they were very comfortable!
Is Rube Goldberg working at GM? Maybe they should make a good quality truck at a low price, not expensive gimmicks. They used to be called work trucks, but good luck finding one on a dealer’s lot. I know dealers don’t like the lower profit margin on a work truck. That shouldn’t be the consumer’s problem. Fix the pricing structure.
The commercial was going great until the people were taking their tailgates up a hill…no mountains. Why?!. The driver climbs into the back and stands there like Captain America… as if he has accomplished something with a true purpose. What is THAT about?! You released the commercial during football playoffs. This is a great feature….you just dropped the ball. This commercial came up short from its goal.
This commercial is dumb and after seeing it more than once it just becomes annoying. Good job getting the audience to tune out
I am a Christian but not a zealot… I am offended by is the resemblance of the commercial to Jesus Christ’s Sermon on the Mount to the multitudes that were following him… Matthew, Chapters 5 through 7… Cometh all you, who are heavy laden with tailgate and GMC will give thou rest… Also check Matthew 11:28… Na na na na… Hey hey… Goodbye…
62 years old. Lifetime GMC truck owner (off/on). Current Canyon owner. After continuously subjecting us to the incredibly annoying Na Na Hey Hey commercial, I will NEVER purchase another GMC vehicle.
If a catchy song in a vehicle commercial makes you not want to buy the vehicle, then it might be safe to say that you have other, bigger issues to deal with than buying a new truck.
I agree. It makes me loathe them for ever making this commercial. I instantly change the channel whenever it comes on and if it comes on a second time, I stop watching that channel. This commercial honestly makes me sick and annoyed.