NEW YORK General Motors' GMC division today introduces a major Spanish-language advertising campaign targeting Hispanics in the U.S.
The "Real everyday pros" campaign was developed by Coral Gables, Fla.-based Accentmarketing. It showcases people considered heroes in the Hispanic community and compares their qualities to those of the Denali line of GMC vehicles.
The campaign will run nationwide though August and incorporate six different television spots. Radio, print and outdoor ads support the TV effort.
GMC marketing director Steve Rosenblum said the brand's market share among Hispanics has equaled that in the general population, which is a reason for the company to continue its ad efforts aimed at Latino consumers.
The first TV spot, which airs today, promotes the GMC Envoy XL Denali model. It will be followed by the national run of the Sierra Denali commercial.