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When you hear a GMC commercial, there’s a certain authority in the voiceover, a rugged confidence that matches the brand’s image of strength, capability, and American muscle. Whether it’s a Sierra Denali roaring through rocky terrain or a Yukon gliding down a snowy mountain road, the advertisement exudes a polished masculinity.
But who is behind these commercials? Who provides the voice? Who are the actors? And what goes into creating the iconic GMC ads? In this article, we explore all of that—and more.
As of recent campaigns, the signature voice you hear in GMC commercials is Will Arnett, the Emmy-nominated actor best known for his work on Arrested Development, BoJack Horseman, and The LEGO Batman Movie.
Arnett’s deep, gravelly tone has become a staple of GMC advertising, giving their commercials a commanding, instantly recognizable presence. He began voicing GMC commercials around 2020, following in the footsteps of other notable actors who had previously lent their voices to the brand.
Quote:
“There’s something about Will Arnett’s voice that perfectly matches the power and luxury of GMC vehicles,” said a representative from GMC’s ad agency, Leo Burnett Detroit. “It’s authoritative without being aggressive.”
Before Arnett took over, Morgan Matthews was one of the more consistent narrators for GMC ads, though he was never officially credited.
At various times, GMC has also used the voices of:
Tom Selleck (rumored, never confirmed)
John Corbett (Sex and the City, Northern Exposure)
James Denton (Desperate Housewives)
The voice for GMC is meant to resonate with their target demographic—mature, confident, and performance-driven.
The voice in a commercial is more than just a narration—it’s a brand identity. Will Arnett’s voice brings:
Gravitas: His rich baritone communicates strength and trust.
Humor when needed: Thanks to his comedic background.
Memorability: Viewers recognize his voice instantly.
This matches the GMC brand, which positions itself as the premium truck and SUV line of General Motors—offering both muscle and refinement.
“GMC isn’t just selling vehicles,” said branding consultant Tara Ellison. “They’re selling a lifestyle. And the voice is key to that.”
While the voice is essential, the visuals often feature actors who embody adventure, confidence, and family values. These actors are often not celebrities but professional commercial performers with long résumés.
Some recent commercials include:
Real couples and families showing off GMC features like Super Cruise, MultiPro tailgate, or towing capacity.
Stunt drivers and precision actors in off-road scenes.
Model-actor hybrids portraying professionals, explorers, or luxury drivers.
Although these actors remain largely anonymous to the public, they’re selected carefully to reflect GMC’s image of rugged elegance.
Most GMC ad campaigns are created by Leo Burnett Detroit, a branch of the famed Leo Burnett advertising agency.
Leo Burnett has been responsible for GMC’s “We Are Professional Grade” branding, and they’re known for:
Slick cinematography
Premium voice talent
Focus on performance and innovation
The agency works closely with General Motors to develop campaigns that appeal to professionals, families, and adventure-seekers alike.
Celebrity voiceovers aren’t about name recognition—they’re about voice recognition. Brands like GMC choose celebrity voices like Will Arnett because:
They lend credibility.
They add emotional depth.
They boost retention rates.
Think of how Matthew McConaughey defines Lincoln ads or how Jon Hamm brings prestige to Mercedes-Benz. Will Arnett does the same for GMC, but with a rugged, more casual tone.
“It’s about believability,” explains voiceover coach Jeff Snyder. “Arnett’s voice suggests he actually drives the truck—and enjoys it.”
Interested in doing what Will Arnett does? Here’s what it takes:
Training: Acting and voice training are essential.
Demo Reel: A short audio portfolio that showcases your range.
Representation: Most national campaigns are cast through top-tier talent agencies.
Networking: Agencies like Leo Burnett work with voice casting agents regularly.
Resources for Beginners:
🎧 Voice123.com
🎧 Voices.com
🎧 Backstage Voice Acting Guide
The tagline “We Are Professional Grade” has been central to GMC’s branding since the early 2000s.
It reinforces the idea that GMC vehicles:
Are built with precision and power
Cater to people who work hard and play harder
Deliver high-tech capability without sacrificing luxury
Will Arnett’s tone supports this message. The voice needs to sound like a pro talking to other pros.
Auto brands take different paths when it comes to voice and branding. Here’s how GMC stacks up:
Brand Voice Talent Tone Tagline
GMC Will Arnett Rugged, Confident “We Are Professional Grade”
Ford Denis Leary (former) Bold, No-Nonsense “Built Ford Tough”
Lincoln Matthew McConaughey Philosophical, Smooth “The Power of Sanctuary”
Chevrolet Various (no consistent celeb voice) Family-Oriented, Practical “Find New Roads”
Insight: GMC is one of the few brands that walks the line between rugged performance and luxury refinement—and their commercials reflect that balance.
From the unmistakable voice of Will Arnett to the professional-grade polish of its production, GMC commercials are as bold and refined as the vehicles themselves.
Whether you’re captivated by the sound design, the compelling visuals, or the power-driven message, it’s clear that GMC knows how to speak to its audience—with clarity, confidence, and horsepower.
So the next time you hear that commanding voice saying “GMC,” you’ll know exactly who’s behind it—and why it works so well.
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