Modernista! Repositions Hummer

The first campaign by Modernista! for General Motors’ Hummer introduces the tagline, “Hummer. Like nothing else.” The print effort is intended as a bridge to the introduction of a lower-priced model next year.

Hummer’s $100,000-plus H1 has not been advertised in the past year, but GM wanted to raise brand awareness before the launch of the less-expensive H2 model next July, said Marc Hernandez, Hummer brand manager. Spending was not disclosed, but Hummer’s budget was pegged at $20 million when Modernista! won the business last October in a review that included GM roster shops Pyro Brand Development in Dallas, the incumbent, and McCann-Erickson in Troy, Mich.,