GMC Partners Up with Leading Fashion Designer Michael Bastian in New Campaign

GMC Partners Up with Leading Fashion Designer Michael Bastian in New Campaign 1 photo
So what if you’ve been manufacturing trucks since 1902? It doesn’t mean you can’t take a taste of the designer’s pie for a change. After all, being big is not necessarily something that should stop you from staying in class. That’s pretty much the message GMC is trying to spread out with their new parallel between heavy-duty trucks and the world of impeccable dressing.
The truck maker has unveiled, today, their third installment in the brand’s Precision advertising campaign. Dubbed “Sharp”, it focuses on everything from apparel to accessory and grooming. The Precision campaign is GMC’s major advertising investment that integrates the company’s full line of premium trucks, SUVs and crossovers, including its famous Denali sub-brand.

Fashion designer Michael Bastian makes a cameo in the new TV ad, which sparks the “beginning of a creative dialogue between the designer and the brand around what it means to be professional grade.” The truck manufacturer is comparing the precise features in a Yukon Denali with the details of an impeccably dressed man.

The marketing adventure does not stop here, of course, as the TV spot is supplemented by a short film exploring precision in fashion, photography and music. Entitled "The Sharp American," the film was directed by acclaimed storyteller Arnaud Boutin, and it features perspectives from Bastian, photographer Michael Avedon and musician Twin Shadow on how precision shapes their respective crafts.

The piece celebrates sharp Americans who stand out from the crowd through their commitment to creating at a professional grade. The feature-length film will be screened during the inaugural New York Fashion Week: Men’s, which is taking place July 13-16 in New York City,” GMC details in the press release you can consult below.

press release

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