MARKETING: Queer eye for the V-8


By Marty Bernstein
Automotive News / September 29, 2003

GMC's Yukon XL Denali gets a lot of exposure on Bravo's "Queer Eye" show.


No one could be happier with the success of hit TV show "Queer Eye for the Straight Guy" than GMC brand promotion manager Clark Sanford.

GMC's Yukon XL Denali is getting tons of exposure through the reality show through a product placement arrangement with the producers.

"Our product placement agency, Norm Marshall & Associates in Los Angeles, told us about the new show earlier this year," Sanford says. "They sent us the pilot and said you really need to look at this."

"Queer Eye," which is shot in New York City, appears on both the Bravo cable network and on NBC. On each weekly episode, five gay men - experts in fashion, culture, grooming, food and wine, and interior design - give a straight man a makeover. The experts, known as the Fab Five, overhaul anything and everything in their subject's lifestyle.

"We showed the pilot to our executive group and staff members to get a reaction," Sanford says. "Could we potentially offend anyone? Could this be good for GMC and for Denali?"

The consensus was that the program could be good for GMC and for Yukon Denali sales. So the truck was made available to the show's producers.

In "Queer Eye," the Denali XL gets heavy exposure from the opening sequence - a head-on shot of the Yukon with a personalized license plate, "Fab 5." And there are plenty of other interior and exterior shots.

Designer names and ultra-chic retail stores also get major exposure plugs for donating merchandise via product placement.

The Denali is the only means of transportation for the Fab Five as they give the straight guy a makeover. They take him shopping for clothing, to furniture stores and beauty salons and other makeover venues. After the makeover is finished, the straight man is presented to his family and friends.

While a few TV critics have carped about the program being a showcase for product placements, "Queer Eye" has gained a big audience based on Nielsen Research data. GMC has received favorable e-mails about the program, many requesting information about the vehicle.