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Lowe Asks Questions for GMC's SUVs

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DETROIT GMC will launch several new spots over the next two months, beginning with two 30-second ads June 1 for its Envoy and Sierra series.

Titled "Envoy Family" and "Sierra Family," the spots from Lowe and Partners in New York will focus on each line of vehicles. The ads convey the message that GMC exceeds customer expectations with its innovative features, through questions such as "If a 60,000-seat stadium can have a retractable roof, then why can't your SUV?" or "If a 60-foot-fire truck can have rear wheel-steering, then why can't your SUV?"

A spot for the "Yukon Family" of cars will launch in July, while a GMC divisional commercial will break on June 28, "Ideas," saying that only the best ideas can be GMC Professional Grade. The tagline: "Professional Grade engineering—not more than you need, just more than you're used to."

Agency personnel on "Family TV" spots, directed by Daniel Barber, were creative director Earl Cavanah, art director Tom Quaglino and copywriter Jeff Asch.

On "Ideas," directed by the team known as the Cronenweths, Kevin Brady was copywriter and Alex Lea was art director.

Concurrent with the TV spots, print ads will run in lifestyle, sports and automotive publications. The work will focus on the Sierra 3500, Sierra 1500 Crew Cab, Yukon XL Denali, Envoy XUV and Envoy XL. The ads will continue in the GMC "blueprint" format and will detail capabilities, innovative features and technologies delivered by professional-grade trucks.