A campaign for GMC Envoy starring track-and-field star Marian Jones was created by the company's African American target agency but is considered to have enough appeal to run in the general market, a company executive said.
"The ultimate objective in any ad campaign is when it hits more than one target," said GMC Envoy/Jimmy brand manager Tony DiSalle.
The 30-second TV spot for the sport utility vehicle was created by the Wimbley Group, Itasca, Ill. Wimbley, which has worked for the General Motors truck division since 1994, is also the African American agency for GM's Buick division. The general market national agency for the GMC division is Lowe Lintas & Partners, New York.
As part of its companywide Olympic sponsorship, GMC featured Jones in the campaign. TV spots broke Saturday during NBC's coverage of the Golden Spike Tour track-and-field event. Ads will run until the Olympic trials in early August on cable and network sporting events.
A companion print campaign breaks in February. Titles include Sports Illustrated and Ebony.
"We were trying to put together a single campaign," explained DiSalle, "that could stretch." The ad compares Jones' traits, such as intensity, strength and power, to the GMC Envoy.
The partnership could result in other marketing opportunities, said Chuck Wimbley Jr., agency vp.