GMC "DAD LIKE A PRO"
GMC's "Like a Pro" campaign set out to humanize the brand's established, engineering-focused "We are Professional Grade" positioning. But how do you get manly truck guys to care about more than just cold numbers and hard facts?
Hit them where it counts:
On Father's Day.
More than a TV spot.
In addition to the Father's Day exclusive broadcast blitz, we pushed out the message in the social space. And received a ton of parental props, and mini-Sierra pics, in return.
Like father, like son, like a Pro.
To make the relationship feel more authentic, we cast a real-life father and son.
People can't get enough of the mini-Sierra.
Designed as a one-time Father's Day exclusive, the spot was so well received that a new 30 second version just kept going and going and going. (Sorry, football fans...)
Engage M1 Leo Burnett
Creative Director: Patrick McHugh
Associate Creative Directors: Matt Perry, Stephen Kerry, John Carstens
Executive Producer: Brian Dooley, Agnieszka Palarz
Production Company: Park Pictures
Director: AG Rojas