BOSTON Modernista! stages a holiday bash, Hummer-style, in “Celebrate,” a 30-second spot that touts DVD player deals for the General Motors’ H2 and H3 vehicles.
The commercial presents the smooth ride of a Hummer, which is shown gracefully banking around curves on a deserted hillside far from town, as ambient music plays on the soundtrack.
Perspective quickly shifts to a raucous scene inside, with tinsel-strewn 20-something revelers (including one in a reindeer costume) enjoying the show playing on the SUV’s DVD monitor. It turns out they’re actually on their way to a party, but they’re in no hurry to reach their destination.
Will Uronis and Gary Koepke served as creative and art directors, with Shane Hutton and Lance Jensen sharing copywriting credits. Joyce Chen was the agency producer. Richard Klug directed.
Hummer spent nearly $100 million on ads though the first three quarters of 2005 after spending slightly more than that amount through all of last year, per Nielsen Monitor-Plus.
—Adweek staff report
Hummer Celebrates the Season
