GMC made muddy masterpieces of off-road art in truck campaign
Leo Burnett’s ‘Mudern Art’ effort targets Canada
Dec 01, 2023
Art is in the eye of the beholder, as the saying goes. And in the eyes of GMC, it is filled with plenty of mud.
The General Motors brand is out with a Canadian campaign from Leo Burnett Toronto that spotlights the off-road capabilities of the Canyon AT4X by having the truck navigate rough terrain all the while splashing art canvases in mud. The result: three pieces of “art” that GMC has named “Earth Is a Journey,” “A Dance of Dirt and Drive” and “Tired”—all available for download at the brand’s web site.
“The juxtaposition of art world and off-road is such a fun place to play in,” said Steve Persico, co-chief creative officer at Leo Burnett. “It leans into that awesome footage of the truck doing what it does best, and then it gives it something to do that you never thought about it doing.”