Starting today, GMC will unveil a fresh approach to its advertising, featuring a new tagline, “Like a Pro.” This is considered an evolution of their long-standing slogan, “We Are Professional Grade,” which has been integral in marketing their upgraded trucks, SUVs, and crossovers.
GMC’s marketing director, Rich Latek, stated, “Our owners are dedicated individuals, respected by their peers, and their passion and skills distinguish them. Their values reflect our ‘Professional Grade’ ethos, and we are eager to bring that emotional connection to life. We are excited to show how we believe our customers live their lives like professionals.”
The new advertisements aim to resonate emotionally with both potential and current GMC customers. They portray the lives of upper-middle-class GMC drivers as they commute to work, embark on outdoor expeditions, and drive home small Canyons for their enthusiastic children.
Will Arnett continues to lend his voice to the new ads, which might evoke memories of characters like Gob Bluth and Lego Batman—figures that aren’t typically associated with professionalism. Additionally, one ad includes a rather dated catchphrase, “like a boss,” echoing a popular meme from 2009.
Despite the humor, the advertisements effectively target their intended audience. The scenarios they depict with GMC trucks and SUVs resonate with consumers’ everyday expectations. There is minimal emphasis on off-road capabilities, and there’s no boastful commentary on horsepower or towing capacity, which is a welcome change for a truck advertisement. Instead, the focus remains on the quality of the products themselves, avoiding competitive comparisons.
Moreover, this new campaign pays homage to one of General Motors’ most iconic advertising efforts: the “Like a Rock” tagline used for Chevrolet trucks for over a decade, starting in 1991.
For those interested, here’s a glimpse of the new “Like a Pro” ad from GMC:
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