In the realm of marketing and advertising, capturing the essence of a brand and resonating with the target audience is of paramount importance.
Leyendas by GMC, the multi-year campaign by GMC, goes beyond conventional advertising norms by showcasing genuine stories that challenge cultural stereotypes and address the unique needs of Hispanic vehicle intenders.
Recognizing that 70% of Hispanic vehicle intenders desire automotive industry advertising tailored to them, and that 75% of Hispanic vehicle intenders feel misunderstood by automotive industry brands, Leyendas by GMC aims to foster connections and a sense of belonging. Join us as we delve into the emotional moments on set, triumphing over logistical challenges, client satisfaction, and the exciting plans for future campaign extensions that redefine perceptions of masculinity and highlight the capabilities of GMC.
Creating a Narrative Framework, Sourcing Authentic Stories and Celebrating Diversity
When it comes to storytelling, having a clear direction is essential. “Establishing a skeleton or framework to guide the team’s efforts is important,” said Catalina Farias, Director of Branded Content at My Code. By defining key insights and outlining the desired message, My Code aimed to shape a narrative that truly resonates with their audience.
The process of finding the right talent for the campaign involved extensive research and collaboration within the creative team. Mariah Picou, Creative Manager at My Code explains,
Fox Mederos, My Code’s Creative Strategist and an integral part of the campaign’s execution, provided insights into his approach to the voiceover aspect. “Inspired by Latino cultural influences, we aimed to speak to the shared values for the Latino community, specifically showcasing legacy, personal growth, family, community spirit, and resilience,” stated Fox. Fox’s expertise in spoken word poetry, combined with the team’s vision, laid the foundation for a powerful campaign.
One poignant moment during the campaign’s production involved Charro Azteca, whose iconic charro suits and horsemanship embody his heritage. The presence of three generations—Charro Azteca, his father, and his son—created a profound connection on set.
Equally inspiring was the inclusion of Charro Azteca’s son in the production. Mariah Picou explains the significance of providing younger generations with opportunities that previous generations might not have had.
Throughout the campaign’s evolution, it was crucial to stay true to the core values and narrative. “Oftentimes, creative teams are tempted to deviate from the original concept in search of something new,” stated Catalina. “But we were determined to preserve the essence of the campaign.”
“During our initial iteration, we honed in on the values that deeply resonated with the target audience,” continued Catalina. “This process helped solidify our narrative and establish a genuine and relatable representation of the enduring bond between GMC trucks and the Latino community, which was accomplished by the dedicated efforts of the My Code team.”
Evolving a campaign into a brand’s intellectual property is crucial when it demonstrates powerful impact during the proof of concept phase. In the case of Leyendas by GMC, the campaign delved deeper into the talent’s stories and diversified the portfolio while maintaining the core essence.
The campaign’s evolution also introduced Q&A and behind- the-scenes videos, which deeply resonated with the audience, fostering stronger connections. By portraying the personal lives and stories of the talents, Leyendas strikes a chord with viewers, allowing them to see themselves in the stories being told.
Leyendas by GMC received award nominations from the prestigious OMMA Awards, Campaign Live BIG Awards and The Drum for Marketing Awards. We look forward to what’s next for GMC and their vehicles.
