HUMMER's First Television Campaign Showcases The H2's Off-Road Capability And Prestige
DETROIT - The all-new 2003 H2 is the focus of a new advertising campaign for General Motors' HUMMER division. The campaign includes HUMMER's first-ever television spots as well as print, outdoor and retail advertising.
"This campaign was a great opportunity to expand the image of HUMMER in the mind of consumers. The spots reflect the attitude of the truck and its owners. It's not enough for HUMMER just to be tough - it has to be intelligent, authentic and aspirational," said Liz Vanzura, director of HUMMER advertising and sales promotion. "We wanted to make sure our target customers connected with the spots and could visualize themselves in the truck."
General Motors' mission was to create a look and a tone that is instantly recognizable as HUMMER. Not only did the advertising have to communicate that the new H2 had arrived, it had to embrace HUMMER's heritage while inviting other consumers into the brand. The focus was to create advertising that showcases a blend of off-road capability and prestige.
The television spots will be shown on targeted programming and networks such as: CNN, Travel Channel, ESPN, CNBC, BET and A&E beginning August 12th, running through the rest of 2002.
The TV ads, created by Modernista!, Boston, establish the H2's brand identity by focusing on the emotional connection consumers feel with the vehicle and include HUMMER's tagline, "like nothing else". The television features the beautiful glaciers and deserted beaches of Iceland and the urban street scenes of Vancouver.
The first spot, "Glacier" is pure HUMMER. It features two men off-roading and viewers witness the H2 taking them to places that promise adventure. The music is powerful, fresh and exciting. "The spot truly reflects the heart and soul of HUMMER," said Lance Jensen, co-founder of Modernista!. The spot features the line, "If you can, maybe you will." A :30 version carries the line, "Sport Utility? Define sport."
The second spot, "City", features a woman driving through an urban landscape, obviously comfortable and confident. The spot features the copy "Threaten men, in a whole new way." "We wanted to make the HUMMER H2 a vehicle that women would be proud to drive, be seen in, and own. This spot is sexy, fun and new," said Jensen.
The third spot entitled "Beach", features a couple driving their vehicle off-road. The copy, "Need is a very subjective word." Jensen remarked, "This couple is finally experiencing the life they have always dreamed of and worked so hard to achieve."
HUMMER's print campaign complements the television spots and broke in early July. The print can be found in publications as varied as Wall Street Journal, Wired, GQ, Food and Wine and 4-Wheel and Off-Road. In addition, outdoor advertising also broke in August in key markets including: Los Angeles, Dallas, New York, Miami, Chicago and Atlanta.
General Motors acquired exclusive ownership of the HUMMER brand worldwide in December 1999 from AM General. The two companies are jointly developing future HUMMER vehicles in a partnership covering product, marketing and distribution.
To find out more about HUMMER, visit www.HUMMER.com.
