We recently reported that General Motors’ ‘Anthem’ ad for the 2019 GMC Sierra’s MultiPro Tailgate was seeing success with viewers – likely due to its humorous, tongue-in-cheek nature.
Now GM has returned with another ad for the MultiPro tailgate, which takes on a similarly comedic tone.
This ad, entitled ‘Jaw Drop’, shows Ram and Ford owners’ and fans’ jaws dropping as 2019 GMC Sierra owners proudly use the various features of the MultiPro Tailgate. It takes things pretty far, even showing an entire football stadium cheering as a GMC Sierra owner uses one of the tailgate’s six positions as a little table for his food.
Similar to ‘Anthem’, this ad also features the song “Na Na Hey Hey Kiss Him Goodbye,” by Steam, which we suppose is GM’s way of saying that Ram and Ford owners are waving goodbye to their regular tailgates after seeing the MultiPro Tailgate’s various features.
“We believe the functionality of the tailgate will cause these reactions in real life,” GMC marketing boss Rich Latek said in a statement. “Our hope was to provide customers the ultimate flexibility and ‘JawDrop’ shows how the six-function tailgate can do just that.”
The MultiPro tailgate can flip and fold into a variety of positions for different uses. For example, the tailgate can fold into a footstep for simpler loading, a bed load stop, a tiny workbench/table and more. It has a total of six positions, which includes the standard ‘primary gate’ tailgate position.
GMC engineer Roger Olle previously told GM Authority that it settled on the MultiPro tailgate’s design after running clinical trials with consumers that showed they wanted a way to access the bed more easily. This is one of the reasons why GMC didn’t want a barn door style tailgate like the 2019 Ram 1500, as it cannot easily incorporate a step into the tailgate.
Check out the latest ad for the 2019 GMC Sierra embedded above.
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Comments
GM needs to keep these ads up. they show the product perfectly. GM needs do this with the other divisions, make customers see what they have compared to the competition.
Okay that’s pretty funny
Focusing on the tail gate instead of the interior is a very wise move.
Gm does good things. But they may need to get out of their comfort zone. I own a 2014 Sierra double cab. And after all those years of GM extra cabs being the only go to choice in the industry. My riders now have to slide sideways to get in. It made me look for a minute at a ram that most certainly didn’t have the problem. But I will not spend my hard earned money on a company that pushes a rebel label on their brand. Also did someone tell GM they could not make a mega cab? How legendary would it look with the sheet metal in between the doors. They could offer it only with diesel. Harley Earle must be turning over. GM you have the bling you need the space. Seen a tundra lately? There coming too.
Old Clarence does that really offend you my God quit being so thin-skinned.
Certainly came a long way since the Howie long commercials. I would wager the “man step” commercials probably cost GM customers, as while the tone was dismissive, it still added exposure (to Ford tail gate step) for what was obviously a novel feature (since both GM and Ram offer similar solutions now). Notice how none of those rival trucks, features their competing tailgate solution. That is a lot smarter on GM’s part. Unfortunately this tailgate is a gimmick (like all the tailgate steps) and it seems like too expensive of one for the benefits you get (like Ran). I guess that’s why it was packaged into the SLT trim, rather than as a standalone option.
The jaw drop is due to the sticker shock, not at engineering excellence. A few people would in fact benefit from this, but ALL potential drivers would benefit from an interior a la Ram. But instead GM keeps pushing cheap toy grade plastics into our faces.
Watch for nobody copying GMC’s flimsy tailgate gimmick and, conversely, GM copying Ram’s interior instead. Why not, after all the Ram grille plagiarism as worked wonders for the Sierra for a while now…
And Chevy still has nothing.
Anyone with the kind of coin to afford a new truck will shop around and notice the tailgate is a complete gimmick, interior sucks, ride comfort is terrible for a daily runner. And therefore buy a 2019 RAM. And save thousands of dollars too. I should know, I bought one 7 months ago and remain thrilled whenever I’m behind the wheel. Zero problems. Looks awesome too.
Tailgate is a great innovation and this ad is actually funny (unlike the previous one). However, GM needs to first compete with basic technology like adaptive cruise control. Seems like nearly every truck review pointed out this significant omission from GM.
Next commercial will be the “heart attack” when they get a look at the sticker price.
Take the body of a ‘59 Chevy Impala Coupe and place it on the E2XX platform with a fuel injected V6 engine, auto transmission and GM will corner the market for mid-full size sedans. The past isn’t necessarily bad and think of what it will do for the plant scheduled to be closed in MI.
I bought a 2019 GMC Sierra Denali. The Multipro tailgate is impressive. I mainly use the step configuration, which allows much easier access to the truck bed. One can easily walk into the truck bed, which at 56 yrs I greatly appreciate.