A new ad promoting the refreshed 2021 GMC Canyon mid-size pickup, entitled ‘Build Your Fire’, was uploaded to the General Motors brand’s YouTube channel this week.
It’s one of several spots in GMC’s new series of advertisements intended to mark and promote Hispanic Heritage Month in the United States. The ad stars Miguel Vidal, the owner and founder of an Austin, Texas-based restaurant called Valentina’s Tex Mex BBQ. The ad shows Vidal and four friends travelling in 2021 GMC Canyon AT4 as they tow a wood-fired smoker out into a clearing in a rural area. Vidal then starts cooking tacos, sausages and corn for the group while they socialize and throw stones into a nearby pond.
As these images appear on screen, Vidal provides a whimsical voiceover that talks about his upbringing, the worth ethic his father instilled in him and the lessons he learned along the way. A generic rock and roll tune also plays in the background.
“This Hispanic Heritage Month, GMC is proud to share Miguel’s story,’Build Your Fire’,” GMC’s description for the newly launched, two-minute ad spot says. “His business, Valentina’s Tex Mex BBQ, is built upon family knowledge, passed down until it becomes leyenda.”
This new spot arrives shortly after another of the automaker’s Hispanic Heritage Month-themed ads launched earlier this month, which featured the full-size GMC Sierra 1500 Denali. That ad starred another successful Hispanic-American entrepreneur, Francisco Galvez, who is the owner of an online clothing and accessories retailer called Charro Azteca.
Prices for the 2021 GMC Canyon start at $27,995 in the United States, including a $1,195 destination and freight charge. The Canyon AT4 model featured in the ‘Build Your Fire’ ad is priced from $39,595.
Check out the ad embedded below.