GM TRUCKS | Tucker Wetmore

ORGANIC BRAND INTEGRATION

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Country music Superstar Tucker Wetmore is a boundary pusher. He seems unstoppable, is original in terms of his sound within the global Country genre (see: his collaboration with Hip Hop icon BigXthaPlug), and he has an impossible work ethic that keeps him performing 5+ nights a week while on the road 10+ months a year. Tucker is a perfect reflection of what the GB & Chevrolet brands represent down to the core.

While Tucker is most publicly seen on stage in front of tens of thousands, the other 23 hours of each day provides a lot of serene normalcy for him. He spends the majority of his free time in the outdoors, hunting and fishing, writing songs and exercising. The quieter parts of his life behind the curtain is where the heart of this documentary will live.

Tucker’s life can be sorted into 3 categories:

  1. Touring/Performing

  2. Everyday Life

  3. Outdoors

GM Trucks (in this case Chevrolet), fits perfectly into all of these categories, allowing us to maximize integration opportunities without brand moments being egregious. Not unlike an iconic cowboy’s horse, we want the Tucker’s truck in this documentary to be an extension of him. Outlined below we can see how naturally a truck can be used from Tucker’s ‘job site to campsite’.

Using Chevrolet trucks as a medium for interview and insight into Tucker’s mind and life becomes the icing on the cake in terms of organic integration.

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Interview Integration

Vehicles in documentary film are more than just objects – they’re vehicles of story and comfort too. Driving interviews instantly drop walls and provide an immense amount of comfort to the person on camera. The subject doesn’t need to worry about where to look, they don’t feel like they’re ‘on the spot’, and they don’t need to worry about where to put their hands. The driver’s seat of a vehicle is a cathartic place to put an interview subject – they can simply be, speak, and open up.

Here is an example of this technique used effectively with a subject that was relatively camera-shy (the opposite of Tucker). We plan to use a wider lens in one of the cameras to capture the full interiors and branding of Chevrolet.

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TOUring/Performing integration

Before and after shows, concert venues tend to feel more like construction sites than anything else. Trucks, forklifts, and 18-Wheelers pack the backstage areas. Not including theaters, awards shows, pop-ups and smaller venues, Tucker has played 66 arenas, stadiums, festivals and amphitheaters so far in 2025. During the touring cycle of an artist like Tucker, there is ample opportunity to organically place Chevrolet Trucks around key venues.

Below are frames of our footage on the road where Chevrolet trucks not only fit seamlessly into the frame, but they enhance the overall visual product as well.

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Everyday life integration

Below are key examples of where Chevrolet truck placement fits organically into the life and everyday world of Tucker. The placement can be so organic that the original images now feel as though something is missing without them.

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OUTDOOR INTEGRATION

The final category of Tucker’s life is outdoors. A product of the Northwest, Tucker spends most of his free time in nature fishing and hunting. Similar to using vehicles as a medium for interview, the outdoors also creates a more natural space for discussion rather than a studio setting.

Below are examples of footage of Tucker fishing with mega-producer Chris LaCorte discussing their latest album collaboration. The brand integration of Chevrolet fits well into the frame, even when behind the subject.

 

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Evan Arnold

evan@between-friends.com