![]() True, the song isn’t THAT well known today. Peter DeLorenzo ripped this campaign a new one in Autoextremist a couple weeks ago, without noting the music, which, once you take that into account, just takes “Precision” from bad to worse. Next, the sun will rise in the east tomorrow morning… The world sucks and it’s full of sucky people. GM sucks, marketing and advertising people suck, morons who co-opt popular art for profit suck, morons who obliviously consume this kind of stuff suck. If stupid people doing ironic and/or oblivious things were newsworthy, the 24-hour news cycle would have been pressed into service long, long ago. Of those who know the lyrics – how many comprehend the message? Of those who recognize the song – how many will know the lyrics? Let’s be honest about this – how many people will recognize this song? Reagan and Republicans praising Bruce Springsteen’s “Born in the USA” seemingly oblivious to the meaning of the song. John Kerry uses “Fortunate Son” for his 2004 Presidential campaign seemingly oblivious to the meaning of the song.ģ. Carnival Cruises uses “Lust for Life” to advertise it’s product seemingly oblivious to the meaning of the song.Ģ. This feels like the billionth time we’ve seen this…ġ. What an idea! Make a series of ads for your gussied-up versions of trucks, trucks that, in Denali trim, literally have an eminence front bolted onto the front fascia, and use a soundtrack that lampoons the idea of buying such a device! It’s like the LAPD making a recruiting video and using “Bulls On Parade” as the soundtrack! Sheer brilliance! What’s next for GMC? In short, it’s a song that criticizes the kind of people who buy a chrome-grilled GMC truck over a Chevrolet. It’s a put on, it’s a put on, it’s a put on Lyrics and music courtesy of noted kiddie-porn consumer researcher Pete Townsend, and here they are: It’s bad-ass, but there’s more to it than that: I saw this ad for the first time last night and it caused me to sit up and say, “Holy fuck, was that ‘Eminence Front’? Was that ‘Eminence Front’ used to sell GMC Denali-level products?” Since most of TTAC’s readers are too young to remember the song, here it is. The “Precision” ads will air throughout 2015, and the campaign will extend to digital, social and print advertising featuring every truck, crossover and SUV in the 2015 GMC lineup.Īll three “Precision” ads open with an instrumental portion of The Who’s “Eminence Front,” chosen for its confident tone and technical, precise musical execution. GMC today unveiled “Precision,” an advertising campaign promoting the brand’s relentless attention to detail, a foundational value for the brand.Īs the narrator speaks, shots of Affeldt pitching alternate with GMC vehicle details, such as the French stitching on a GMC leather seat and a grille’s sparkling meshwork. Precision can be the difference between winning and losing, or that element that separates ordinary from a cut above. And sometimes it’s hilariously, and almost literally, tone deaf. Sometimes the marketing is regrettable, sometimes it’s brilliant. General Motors has traditionally lived and died by the excellence of its marketing - or at least it did before the 1977 Accord delivered a bunker-buster to its core business, anyway.
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