Who: GMC, with Leo Burnett for strategy and creative; The Pub for production; Darling for VFX and colour; Carat for media.
What: "Mudern Art," a campaign for the GMC Canyon AT4X that demonstrates the vehicle's "serious" off-road capabilities by using it to create what it describes as an "exhibit of off-road artistry."
When & Where: The digital and social campaign launched today (Nov. 27) with shorts and a full 30-second spot running on YouTube, as well as ads across Meta properties and a dedicated hub on the GMC website.
What: "Mudern Art," a campaign for the GMC Canyon AT4X that demonstrates the vehicle's "serious" off-road capabilities by using it to create what it describes as an "exhibit of off-road artistry."
When & Where: The digital and social campaign launched today (Nov. 27) with shorts and a full 30-second spot running on YouTube, as well as ads across Meta properties and a dedicated hub on the GMC website.
Why: GMC claims that the Canyon, which it has dubbed "the official vehicle of nowhere," has been specifically engineered to offer a "premium off-road experience."
But while commercials showing trucks and SUVs easily conquering mud, hills and other unforgiving terrain have become something of a category mainstay, GMC is attempting to communicate the Canyon's mud-handling capabilities in a literally artistic manner.
"This truck is one that you appreciate not only for it’s capabilities, but also its beauty and aggressive exterior with a factory lift and ultra-wide track," said Matt MacFarlane, national marketing communications manager for Buick GMC. "And while we’re having fun with the art world, it’s a way for us to nod to the fun you have when you’re conquering any terrain in a Canyon AT4X."
How: Leo and production partner The Pub used the Canyon doing what it does best, navigating notoriously difficult terrain.
A blank canvas was affixed to the Canyon's front grille, dragged behind the vehicle, and placed alongside the muddy course in order to create three highly distinct pieces of mud-spattered art: "Earth is a Journey,” “A Dance of Dirt and Drive” and “Tired.” The resulting prints are available to download at a dedicated section on the GMC website.
"At the expense of sounding too artsy here, we love the idea of making the subject the artist," said Leo Burnett chief creative officer Steve Persico. "And one of the things we love most is how great the work looks up on the wall. It’s actually, amazingly, art.”
And we quote: "Creating this campaign, we were challenging the Canyon AT4X to be the artist and to create pieces of art that could stand on their own. Once these canvases were displayed in the studio, we were amazed with how well they turned out.” — Matt MacFarlane, national marketing communications manager, Buick GMC
