GMC is making its first foray into the fashion industry.
As part of its Precision ad campaign, which showcases GMC’s full line of premium trucks, SUV’s and crossovers, men’s wear designer Michael Bastian will make a cameo appearance in a new 30-second TV ad, which will start airing today.
Titled “Sharp,” the ad features GMC’s Yukon Denali truck alongside well-dressed men in suits. Bastian appears at the end of the commercial as the truck drives down Park Avenue in Manhattan.
“I love the whole premise of the ad and drawing these parallels with the precision of the car and the precision of men’s wear,” said Bastian.
The designer is no stranger to collaborating with brands. His third capsule collection for Uniqlo was released in April and last year he designed a smartwatch for Hewlett-Packard and ended a five-year relationship with Gant, which has allowed him to focus more on his brand, he said.
“I really do enjoy collaborating. You seem to get something better when you do it right and take the spirit of both sides into account,” said Bastian, who also mentioned that he’s “dying to do a fragrance.”
This is the third installment of GMC’s Precision campaign. The two previous spots, “Fastball” and “Swish,” showcased San Francisco Giants pitcher Jeremy Affeldt and Golden State Warriors basketball player Harrison Barnes.
“‘Sharp’ is the third and final installment in our Precision campaign. Our view of precision is of someone who stands out from the crowd and what better place to look than to an impeccable men’s wear designer. We found a good partner in Michael Bastian, who was willing to have some fun with this and explore the concept of ‘sharpness’ and ‘precision’ as they touch fashion and automotive,” said Duncan Aldred, U.S. vice president of sales, service and marketing at Buick and GMC.
In addition to the TV spot, GMC has created a short film that will also feature Bastian in addition to photographer Michael Avedon, the grandson of Richard Avedon, and musical performing artist Twin Shadow.
The film, which will debut at a screening during the inaugural New York Fashion Week: Men’s — taking place from July 13 to 16 — is produced by Dazed White Label group and directed by New York-based storyteller Arnaud Boutin. In filmed interview vignettes, the trio will speak about what precision and sharpness means in their respective fields.