Regis Philbin Plays Host for GM’s Hummer

NEW YORK Hummer, the toy for big boys, and Regis Philbin, who used to enable people to buy whatever toys they wanted as host of Who Wants to Be a Millionaire, have joined up in one of two new spots for the vehicle.

The two spots, via Modernista!, Boston, will air nationally on network and cable. “Yacht” will run as a 30-second commercial and “Illumination Night” as a 30- and 60-second spot.

The client spent $65 million on ads through September, per Nielsen Monitor-Plus.

“Yacht,” which features Philbin and Victoria Secret model Alessandra Ambrosio, offers a scenario that gives a whole new meaning to “off-roading.” In “Illumination Night,” Hummer owners take their families out to a unique location to enjoy themselves and each other. “Yacht” broke on Sunday, Dec. 14, during NFL games.

“Each of these ads reflect a different facet of the brand’s unique personality,” Liz Vanzura, director of Hummer advertising and sales promotion, said in a statement. “One plays to the luxury side of the brand, the other plays to the escapism side of the brand.”

—Brandweek staff report