GMC is firing up their engines to play with the boys. The auto manufacturer is entering the fashion scene with the third installment of its Precision campaign. Typically known for premium trucks and SUVs, GMC is showing a different side. Look out for a 30-second TV ad showing a parallel between their brand and the world of “impeccable dressing” featuring menswear designer Michael Bastian, who makes a cameo in the spot.
The designer’s recent collabs include Uniqlo (his third time pairing up with the brand was in April) and a smartwatch for Hewlett-Packard.
“I was excited when GMC approached me with this opportunity to explore this concept of ‘sharpness’ and the design parallels between our two worlds,” Bastain said. “As a luxury brand, we understand the necessity for attention to detail and craft in everything we do, much like GMC.”
The “Sharp” ad juxtaposes details right down to the designer’s stitching in his suit compared to the just-as-precise features in a Yukon Denali. To complement the TV spot, GMC created a short film exploring precision in fashion, photography, and music, which also features photog Michael Avedon and musician Twin Shadow. “Attention to detail, precision and craftsmanship are at the core of the GMC brand and there are obvious similarities between the design of our vehicles and the precision and craft which go into other aspects of premium design,” Duncan Aldred, vice president of GMC sales explains. The film is set to launch this summer during New York Fashion Week: Men’s in mid-July.
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Love all of MB’s collabs. Looking forward to what he does w/ GMC too.