There aren’t many automotive brands who can say they’ve had the same marketing tagline for 20 years, but GMC can say exactly that. GM’s truck brand has been using the “Professional Grade” marketing theme for over 20 years, with arguably a high degree of success over the years. However, GMC has decided it’s time to evolve its professional image.
Today GMC announced its new “Like A Pro” campaign. Obviously picking up off the brand’s marketing legacy, GMC says its new campaign “celebrates GMC vehicles and customers — people who passionately live life to a higher standard.”
“Our owners are dedicated individuals, respected by their peers, whose passion and abilities set them apart,” said Rich Latek, GMC marketing director. “Their values reflect our ‘Professional Grade’ spirit and we look forward to bringing that emotional connection to life. And we’re excited to show how we think our customers live their lives like pros.”
All of the new ads feature GMC Denali models, which now account nearly 30 percent of GMC’s sales volume. The lead ad (shown below) is called “How Do You Want To Live — Anthem” and will air in 30 and 60 second iterations. The brand will continue to evolve the campaign over time, including a “Dads Like A Pro” campaign on social media and in a commercial that features the emotional connection between a father and son.
Here again GMC proves it seems to be the only GM brand that can successfully manage a consistent marketing message, now handled “Like A Pro.”