Cannes Lions

GMC YUKON HYBRID

LEO BURNETT DETROIT, Troy / GENERAL MOTORS / 2008

Film

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There has never been a full-size, hybrid Sport Utility Vehicle until now. To symbolise the 'never say never' journey of the automotive engineers who made it possible, this film features an animated version of 'Sisyphus'. In Greek mythology, he was sentenced to eternally roll a stone up a mountain. However, in this version, he successfully rolls the stone uphill, even as the stone continues to grow larger and larger. Once Sisyphus reaches the top, he hops back down the mountainside, ready to engage in his next challenge.

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