There Are Trucks. And Then There’s THE Truck.

GMC trucks are renowned for their iconic MultiPro tailgate—the benchmark of innovation. When we learned that the new Sierra would feature an all-new, luxurious interior and the most powerful engine in its class, we saw an opportunity to elevate these standout features by branding them with the same distinction. We positioned the new Sierra as “THE Truck.”

During the client presentation, the concept was met with unanimous approval and swiftly moved into production—bypassing traditional consumer testing because it was clear we had found THE idea.

In the social world, it was important to align the GMC Sierra HD with authentic Heavy Duty truck owners. We tapped extreme off-road Sherp owner, David Ostapiw and ocean boat haulers, Clay and Stephanie from Life By The Bow on the shoulders.

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