I went to FP7 McCann in Dubai to help pitch the GMC Yukon for the Middle East. We landed on two directions, one of which won the business.
Classic Arabic poetry is commonly practiced in the region. We discovered that the GMC Yukon is so legendary, odes had been written to its capability and luxury. That insight inspired a campaign to introduce a new Yukon that proud owners would want to tell stories about. Below is the spot that was created for the launch followed by the original pitch video.
