Hummer Makes Bowl Bid

BOSTON General Motors’ Hummer said it would make an appearance in the Super Bowl in the form of a 60-second commercial touting its midsize H3 vehicle during the third quarter of ABC’s telecast on Sunday.

The ad, called “Monsters,” crafted by Modernista! here, debuted last August during the MTV Video Music Awards.

The commercial lampoons monster movies and shows a Godzilla clone square off against a giant robot. Instead of fighting, they fall in love. When the female monster gives birth, a red H3 is born. “Monsters” is set to the tune “Love Is Strange” by Everything But the Girl.

In addition to Hummer’s appearance, Boston-based Arnold is breaking its first campaign for ESPN Mobile during the game [Adweek Online, Feb. 1]. Those spots depict a “Sports Heaven” where myriad athletes roam the streets. The work introduces the client’s mobile sports-information service.

The average cost of a 30-second spot on the Super Bowl is $2.5 million.

Hummer spends more than $100 million annually on ads, per Nielsen Monitor-Plus.