Pulling The Chains

2013-gmc-sierra-chains-commercialWorking On The Chain Gang

2013  Sierra 1500 Chained Down – And Up – 46 Times for TV commercial


The 2013 GMC Sierra 1500 full-size pickup has a hydroformed steel frame designed to withstand years of abuse.

But how does it withstand the force of four heavy-duty dock winches – the kind that moor massive cargo ships – tugging the truck in opposite directions?

The answer: Just fine, thank you.

A new TV spot demonstrates the Sierra’s ability to handle such abuse. But what it doesn’t show is just how much torture the truck’s structure was subjected to by the film crew.

With the four winches attached to the two front recovery hooks and to each end of Sierra’s available trailer hitch assembly, the black Sierra Denali was lifted off its tires a total of 46 times over the course of two days.

Aside from a bit of scuffed metal at the mounting points, the Sierra drove away from the shoot none the worse for wear.

“We considered countless tasks and conditions where our trucks would head to work when developing the Sierra’s frame, but to be honest, this challenge caught us by surprise,” said Rick Jayroe, engineering group manager for chassis structure and body mounts.

“Not only would this test the four mounting points, but only a very strong frame will stay perfectly straight hanging in the air with the weight of the body, powertrain and interior components on it. The Sierra handled it with ease.”

The TV spot was developed to promote Sierra’s new Pro Grade Protection plan, which launched on February 1 and has been extended for any 2013 Sierra purchased through April 30.

View the Sierra “Chains” TV spot on Youtube here, and see what others are saying using the Twitter hashtag #PullTheChains.