GMC — “We are Professional Grade.”
How do you pull a truck brand out of a generic commodity war and give it status that both workforce and luxury buyers crave.
We Are Professional Grade was the brand platform (still running today) that redefined GMC's market positioning and subverted traditional tropes with high-energy performance demos that closed with a wink.
GMC Sierra C3: “The ultimate performance machine isn’t German…and it isn’t a car.”
GMC Yukon Denali: “Perfect for taking the kids to school.”
Original concept & Tagline: Ray Johnson Art Director: Tom Quaglino Director: Andrew Douglas