GM Tones Down Macho in New Ads for Hummer

The debut campaign for General Motors’ Hummer by Modernista! is print work tagged, “Hummer. Like nothing else,” and 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.

All four ads have different headlines but the same copy: “Sometimes you find yourself in the middle of nowhere.