Tag: GMSV

Australia – General Motors Specialty Vehicles (GMSV) has launched its bold new multi-platform campaign “Made for More” via MBCS, unveiling its new flagship 2025 GMC Yukon Denali into the Australian and New Zealand markets.

Developed in collaboration with production house CRATER, the campaign captures the aspirations of its target audience while showcasing the GMC Yukon Denali’s professional-grade capability and promise to deliver more in every moment.

‘Made for More’ is spearheaded by a hero film focussed on a cinematic “day in the life” story following a modern Australian family. From coastal mornings to city evenings, the GMC Yukon Denali is framed not just as a luxury SUV but as a lifestyle enabler, balancing performance and refinement across every journey.

The hero film launches this month across digital and social channels in both Australia and New Zealand as part of the wider GMC brand introduction.

Harry Preston, managing director at MBCS, said, “It’s not every day you get to launch an entirely new automotive brand in this region, and we knew we had to make it count, so we tackled ‘Made for More’ with big ambitions and a grounded creative approach. We set out to create something cinematic, but human – and CRATER brought that vision to life with care and craft.”

Meanwhile, Shanan Goldring, creative director at MBCS, commented, “We didn’t just want to showcase the GMC Yukon Denali — we wanted to show what it unlocks. This campaign was born from a simple insight: that modern families don’t want to choose between power and engineering, or comfort and capability. They want it all. So, we set out to tell a story that reflects that duality — cinematic in scale, yet intimately human. It’s a celebration of Australian family life, where every journey, no matter how ordinary, feels extraordinary in the right vehicle.”

Directed by Madeline King and Cameron March in partnership with CRATER, the film captures aspirational family moments with emotional clarity and sweeping visuals. Each scene was designed to reflect both scale and subtlety, presenting the GMC Yukon Denali as a natural companion to a life well lived.

“The brief allowed us to tell a story with scale, focusing on human moments experienced alongside the impressive GMC Yukon Denali,” said Cameron. 

Madeline added, “We aimed to strike a tone that felt cinematic but relatable. The team at MBCS brought a sharp clarity to the vision from day one, and that collaboration made all the difference.”

The voiceover, performed by Will Arnett, lends a familiar GMC presence to the campaign, adding subtle authority and warmth without overpowering the visuals.

“It was a privilege to support MBCS on this milestone moment for GMC,” said Steven Farrer, Partner/EP, CRATER. “Our directors led with vision, and our crew delivered at every turn. This is the kind of work we love – grounded, ambitious, and made together.”

Australia – General Motors Specialty Vehicles (GMSV), the GM venture operating within Australia and New Zealand, has launched its inaugural locally produced campaign via performance marketing agency Reprise. 

The campaign called ‘That’s Boss’ introduces GMSV’s Chevrolet Silverado LT Trail Boss to the ANZ market, showcasing the ethos of ‘mateship’ and adventure which are key characteristics of Aussies and Kiwis.

The campaign’s 2-minute video, shot on location in Tasmania, creates a story of a few mates around a campfire reminiscing about the incredible things they’ve done during their day out and about, where their adventures are aided and abetted by the rugged off-roader vehicle.

Marcelo Andrade, national head of strategy for creative & content at Reprise, said the strategy was simply about telling a compelling story based on true and authentic people behavior to drive purchase intent.

Created with a humorous spin, friends in the ad look back on their energy-driven and scenic activities that have been both literally and figuratively done through Chevrolet Silverado LT Trail Boss such as a trip to the countryside, ‘fishing’, a ‘bike ride’, and flying a parachute.

“Key to the campaign is the idea that LT Trail Boss is for adventurers who aren’t afraid to cut their own path and ‘Live Big, Roll Strong’ showcased by the vehicle itself doing what it does best; from tackling rocky landscapes to traversing water crossings and towing heavy loads,” said Andrade.

Jodie Lennon, GMSV’s general manager for marketing, CX, and communications, said, “The campaign highlights a variety of vehicle attributes throughout the videos, always doing so with a liberal dose of humor to give the story a genuine feeling of reality and truth.”

She adds, “We think the humor, set against adventurous backdrops and rugged activities will really resonate with enthusiasts who will relate to the various ‘That’s Boss’ experiences.”

The campaign is the first work created and produced by Reprise since being named GMSV’s creative agency of record in ANZ earlier this year.

Launching last week, the 2’ ‘Hero’ video is supported by more than ten variations of 6”, 15”, 30’’, and 60” spots; a series of comic feature-led videos; digital banners; social posts, and a series of teaser videos, among others. The campaign will feature across social channels including Facebook, Instagram, and Youtube.