GMC Denali
The What
GMC Denali – “We Don’t TRUCK Around”:
GMC wanted to showcase the rugged capability of the Denali work truck, but we weren’t interested in another dirt-road demo. So we cranked the dial past 10 and launched “We Don’t TRUCK Around,” a rule-breaking campaign that redefined what a work truck could do, with skyscraper climbs, rooftop landings, and legal miracles.
The How
We turned the Denali into a superhero, showing off its durability by having it defy gravity, driving up skyscraper walls and leaping across cityscapes. We launched the madness with TV, OOH, and digital, creating a spectacle that blurred the line between work truck and action film.
The Why
In a category full of mud splashes and slow-motion hauling, we needed to stand out. So we embraced absurdity with swag. “We Don’t TRUCK Around” wasn’t just a tagline, it was a challenge to the competition and a celebration of GMC’s unshakable confidence.
Why I Love It
- We got legal to approve a truck climbing skyscrapers—and that alone is worth celebrating.
- But beyond the stunt, we created a bold, unforgettable flex that made Denali the truck everyone was suddenly talking about.
- This wasn’t just a campaign. It was a middle finger to playing it safe.
