GMC Canada has more than one way to make people feel like they’re at the centre of the action at this year’s Calgary Stampede.
As part of the brand’s “Like A Pro” platform and its sponsorship of the Calgary Stampede’s Rangeland Derby chuckwagon race, GMC has brought a number of activations to the event. That has included displays of its trucks, kids events, meet-and-greets with racers and riders from the Stampede and a VR experience that lets attendees race each in other in wagons that are pulled by Sierra trucks instead of horses.
In a radio ad that’s part of the brand’s Stampede campaign, listeners get to hear exactly what it is like to be in the middle of a chuckwagon race, with the race caller’s account of the action coming through between the sound of the horses’ pounding hooves and the spinning of the wagons’ wooden wheels. A video version of the ad has also been among the Calgary Stampede content being shared on GMC Canada’s social accounts.
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The sound execution was created by Leo Burnett Toronto.
The global “Like A Pro” campaign launched at the beginning of June, an evolution of GMC’s long-running “We Are Professional Grade” platform that focuses on how its vehicles and the people who drive them live life to a higher standard.
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