New GMC Sierra Ad Celebrates Hispanic Heritage Month: Video
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General Motors has released a new video advertisement for the GMC Sierra 1500. Dubbed “Aim True,” the ad celebrates Hispanic Heritage Month, sharing the story of Francisco Galvez, owner of the online retailer Charro Azteca.
Galvez’s story starts with his grandfather, who made a living embroidering belts, horse saddles, and other pieces of Charro artisan work in Colotlan, Jalisco, located in western Mexico. For those readers who may not know, Charro (charreada or charrería) is a “living history” event with origins in ranch work competitions between haciendas of old Mexico. A charreada may include things like horse reining, bull riding, or roping, among several other activities.
Galvez’s grandfather eventually migrated to Villanueva, Zacatecas, where his father was born. Galvez’s grandfather continued to practice his artisan work, while his father practiced Charrería throughout his childhood. In the ‘80s, Galvez’s father and mother immigrated to the U.S. in pursuit of the American Dream, and shortly thereafter, Galvez was born in Los Angeles, California.
Established in the U.S., Galvez launched Charro Azteca as a means of offering high-quality, authentic Mexican products in the U.S. Now, General Motors has highlighted Galvez’s story with this new advertisement for the GMC Sierra.
The advertisement is a little over 2 minutes long, and includes inspirational narration paired with imagery capturing the behind-the-scenes of Charro Azteca. The video also highlights a number of the GMC Sierra’s features, such as the MultiPro tailgate, which provides an easy step-up into the bed as well as a usable work space, and the pickup’s back camera, which makes it easy to line up the hitch with a trailer.
Check out the full video below:
Looking ahead, General Motors is preparing to launch a full model refresh for the GMC Sierra 1500. The model refresh is expected to arrive late for the 2022 model year, following the fully refreshed 2022 Chevy Silverado with a new exterior, overhauled interior, updated technology, and more.
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What did they do to that grille? GMC your new design took a huge downturn!
When does GM celebrate White heritage since after all it was white skinned people that founded the country and invented the automobile .
But, but… racism!
Well done spot. Ethnic and cultural style targeting is a huge successful marketing strategy. Hispanics love full sized GM products. Target group marketing sells. Just look at the amount of commercial spots in NFL and NBA games targeting Blacks, as well as commercial spots in televised golf matches targeting Whites. This is successful nitch marketing.
Whatever happened to “E Pluribus Unum”?