Gmc Film GMC DUDE PERFECT - AIRPLANE SHOT by Leo Burnett Detroit

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Industry Cars
Media Film
Market United States
Agency Leo Burnett Detroit
Creative Director Chad Laughlin
Copywriter Ryan Karell, Peter Mchugh
Producer Roka Music
Editor Chris Chynoweth
Production Action Figure
Released June 2010

Credits & Description

Category: Cars
Product/Service: GMC
Production Company: ACTION FIGURE, Austin, USA
Date of First Appearance: Jun 1 2010
Executive Creative Director: Peter McHugh
Creative Director: Chad Laughlin
Copywriter: Peter McHugh/Ryan Karell
Agency Producer: Jennie Hochthanner
Producer: Roka Music
Editor: Chris Chynoweth
Account Manager: Matt Buese
Editing Company: Beast

English Description
Our challenge: launch an all-new GMC Sierra Denali Heavy Duty pickup when consumers weren’t thinking about a new truck; they were thinking about their next paycheck.

Complicating matters, Sierra’s competitors had recently launched all-new Heavy Duty pickups. Launch media was during the NBA finals; with four new pickups battling for a shrinking market, GMC (the perennial #4) needed something more interesting than typical head to head competitive spots. GMC needed a breakthrough idea to create buzz.

The GMC brand “never says never”. It is GMC’s attitudinal true north and the insight behind Professional Grade positioning. It’s how GMC engineers think, and how our target approaches life.

This attitude – along with the NBA – lead us to Dude Perfect, a group who “never say never” when it comes to making amazing basketball shots. There isn’t a shot they can’t make.

We chartered an airplane and used the Sierra Heavy Duty to tow a trailer and basketball hoop around Texas. The first shot attempted was on a private airstrip, shooting a basketball from an airplane flying over the basket. Traveling 50 miles per hour, shooting from approximately 50 feet above the goal, we amazingly hit the shot on the second attempt.