7 In 2007 General Motors' GMC Division launched an advertising campaign it aimed at the African American market to promote its new Sierra Crew Cab and Sierra Denali pickup trucks. Pickup ads almost always show the vehicles being used for blue-collar work, charging down rutted back roads, and hauling bales of hay or boats. In this campaign, however, the trucks cruise in urban set- tings with a hip-hop soundtrack. As onlookers turn to ad- mire the pickup, it veers off the road and climbs the vertical face of a skyscraper, leaping into the air at the top before shooting down the other side. How credible is an advertisement that upends such a strongly held stereo- type (Le., "blue-collar" rural men drive pickups)?