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General Motors will advertise its heavy-duty pickups on national TV for the first time this fall with spots from Lowe Lintas & Partners in an effort to broaden the appeal for trucks, which previously had been targeted mainly at a working audience.
GM isn’t alone in making bigger stars out of its beefiest pickups. Ford Motor Co. already has broadened the marketing for its so-called Super Duty pickups, advertising them in publications like Sports Illustrated and This Old House after years of relegating them to construction trade journals.
Trucks are classified as heavy-duty when they top 8,400 pounds gross vehicle weight.
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