General Motors' GMC division launched an advertising campaign it aimed at the African American market to promote its Sierra Crew Cab and ¡Sierra Denali pickup trucks.

Pickup ads almost always show the vehicles doing bluecollar work as they charge down rutted back roads or haul bales of hay or boats. In this campaign, however, the trucks cruise in urban settings with a hip-hop soundtrack. As onlookers turn to admire the pickup, it veers off the road and climbs the vertical face of a skyscraper, leaping into the air at the top before it shoots down the other side.139 How credible is an advertisement that upends such a strongly held stereotype (i.e., "blue-collar" rural men drive pickups)?