GM Positions SUV as Nature Lover

BOSTON General Motors’ Hummer, in tune with nature? SUV detractors would surely disagree, but the latest television ad effort for the brand from independent Modernista! here suggests that the vehicle is, at the very least, up to providing premium performance in rugged off-road settings.

One 30-second spot, “Wild,” shows a Hummer being readied at the plant and features a soundtrack with animal and nature noises (as robots work on the truck, buzzing bees are heard, etc.) A second iteration, “Training,” shows a Hummer being outfitted and tested, then motoring around outdoors, all set to a syncopated beat.

In each commercial from the Boston-based independent agency, the brand’s long-time tagline “Like nothing else” is used.

“We wanted this campaign to prove beyond any doubt that the Hummer name stands for more than hip-hop cachet,” said an agency representative, referring to past ads in which that music style has dominated. “We wanted this campaign to crystallize [in viewers’ minds] that when it comes to building quality and off-road performance, Hummer has no equal.”

The client spends about $90 million annually on ads.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.