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Yukon 2015 underscores power with nuanced ‘Lead by example’ script

Watch the ad film conceptualised by Leo Burnett here

The 2015 Yukon family from GMC was introduced in the Middle East this summer. Part of the launch campaign is a TV spot conceptualised by Leo Burnett.

The commercial opens with a young Arab boy playing with a remote controlled toy car at the foot of a bridge. A bevy of white cars rush past him, as he moves his toy to a corner for safety. From the other end of the bridge comes a GMC Yukon, which meets the opposing convoy midway. The bridge isn’t wide enough for the cars to pass simultaneously. After a pause, the GMC moves forward, while the rest reverse to let it pass. An aerial shot captures this power move by the Yukon.

As the cars pull out of the bridge, the young boy gleefully moves his toy forward. The Yukon pauses to let the boy’s car pass, before moving forward again. A voice over and super send the message that ‘Those with true power know when to use it’. The spot signs off with the campaign message ‘2015 Yukon – Lead by Example’ and brand GMC’s tagline ‘Commands Respect’.

The film started airing in early September and can be seen across pan-Arab channels now.

On the strategic intent behind the campaign thought and execution, a GMC spokesperson said, “Yukon is already synonymous with authority and power and today’s Yukon has evolved with its exceptional refinement and purposeful technology. It represents compassion and refinement as well as strength. And this refinement means that the Yukon doesn’t have to lead by force, because it leads by example instead.”


Creative agency: Leo Burnett
Media agency: Carat
Production company: Filmmaster
Aerial videography: Flyworx.tv