GMC’s Denali Ads are a “Put On”

Pete Townsend, of the legendary rock band The Who, must be chuckling at the irony while he waits to cash his cheque from GMC. The award-winning, multi-talented composer of over 100 songs and two killer rock operas (Tommy and Quadrophenia) also penned “Eminence Front” in 1982.

The music from that track is now the theme song for GMC’s new TV spots promoting their uber-snazzy DENALI monster SUV. Both brands are presented as the height of perfection, style and precision.

GMC Logo EmblemHere’s a sampling of the lyrics from “Eminence Front”:

The news slows, people forget
The shares crash, hopes are dashed
People forget, forget they’re hiding

Behind an eminence front
An eminence front, it’s a put on
It’s just an eminence front
An eminence front, it’s a put on

Eminence is defined as recognized superiority, especially within a particular sphere or profession. It would seem GMC must feel their eminence in the SUV racket is derived from how we’ll all believe DENALI is so superior. What a put on!

Watch The Who’s “Eminence Front” LIVE in Toronto:

GMC Denali – Putting on an Eminence Front



Wayne S. Roberts

The Globe and Mail calls Wayne S. Roberts "an ad industry provocateur." Maybe its because he's never seen the point of playing by the ad game rules that place awards above results, while offering spec work instead of real value to win accounts. Throughout his career, Wayne has maintained a defiantly independent streak characterized by his insistence that agencies must be honest, direct and passionately invested in their clients' success. His pioneering work in espousing the brand community perspective has been a touchstone of his belief that branding is more than just logos, websites and ad campaigns; it is the fundamental way human beings connect with each other to create communities and launch movements that have changed our world.

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Wayne S. Roberts