GMC: Dad Like A Pro

There are many approaches brands can take when trying to build connections with men in the parenting life stage. Evidently, sometimes simply appealing to their strongest primal desires is the best way to make gains. Here we take a look at the “Dad like a pro” campaign for GMC’s 2017 Sierra truck, giving the ad a score out of 10 for memorability, effectiveness, style, heart or humor, and execution. Have a peek through these points and see if you agree with our ratings.

Memorability – 8 / 10

The ad wins with a catchy soundtrack, bouncy tempo, and an easy to absorb core message that is engaging from the start. “Everything you do has an impact, so lead the way correctly” is combined with “monkey see, monkey do”. This concept is polished at the end of the clip when the son actually ends up driving away in his own replica version of the vehicle. It’s a piece that will certainly resonate with the key target demographic, parents aspiring to do what’s best for their children while harnessing pride and practicality.

Effectiveness – 8 / 10

The characters in the ad are clearly constructed to represent a middle-class family unit. The father comes across as a white collar professional and the home they live in is suburban and particularly modern. This is evidently the vital segment that GMC is targeting with this campaign. Does the truck look slightly out of place here? Would a guy like that really choose that kind of car? These are the questions that sprung to mind for us during our first watch. Even so, in terms of connecting the middle-class lifestyle to the ultra-American ideal of owning a pickup, we feel this ad successfully creates a clear and distinctive level of appeal and gravity.

Style – 7 / 10

Due to the unique agenda of the campaign, selling the “pickup” to the modern professional parent, the styling does come across a little “mix and match”. The integrity of the sequence is saved by the great use of uplifting lighting, the characters performing menial activities instead of overly pompous ones and the spritely country soundtrack.

Heart or Humor – 8 / 10

A great balance of heart and humor ensures the message is applicable to the context of vehicle ownership which is highly emotional and parenthood which has to feature a great deal of humor to maintain a positive context. The “punch line” end to the story delivers and comforting inspirational note that speaks to every man’s parental instinct to provide for and lead. The upbeat soundtrack ensures a light and humorous mood is maintained throughout the sequence and the exclusion of dialogue adds a distinct sense of nostalgia.

Execution – 8 / 10

This concept hits the core elements of car buying very well. How it makes you feel, how fun it will be to use and the benefits this type of vehicle will bring to your life. The message is delivered very clearly from the start and the final act cements the products most important unique selling point. It wouldn’t be possible to bring home a gift like that with a normal car. “Chose the vehicle that gives you the freedom you need”. Overall it’s an enticing piece of advertising that promises to deliver on its clear objective to target this new profile of buyer.

The background music of the GMC advert is the song Me and You by Barry Louis Polisar.