GMC Touts Precision in New Ads from Leo Burnett

Brand will double its media spending this year

General Motors said it will doubling down on GMC's media spending for 2015 amid a long-term plan to grow the brand in the next 10 years.

The first step in the push is a campaign that focuses on precision and includes TV spots and online ads on sites such as YouTube and AOL. Leo Burnett is the brand's lead creative agency and DigitasLBi creates its digital ads.

A GMC representative described precision as a "core element" of the brand, adding, "We're focusing on the precision of our engineering and design, which is an element of [our tagline] 'professional grade' today." 

The company's media spending totaled about $245 million in 2013 and more than $175 million in the first nine months of 2014, according to Kantar Media. Carat plans and buys media for the brand.

GMC has used the tagline "We are professional grade" since 2000 and doesn't have any plans to change it. 

The first TV spot in the campaign, "Fastball," features San Francisco Giants relief pitcher Jeremy Affeldt and launched today (see below).

A second ad, "Swish," also features sports star: basketball forward Harrison Barnes, who plays for the Golden State Warriors. That execution will break in the spring.

A third ad, "Sharp," will be released later this year and likens GMC's precision to a well-dressed man. All three spots use The Who song "Eminence Front."