Modernista! Launches $20 Mil. Hummer Campaign

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Modernista! takes a tongue-in-cheek approach to make General Motors’ new Hummer H2 more attractive to younger buyers in a $20 million effort that breaks this week. The launch features the Boston shop’s first TV ads for the erstwhile military vehicle.

The TV work is scheduled to break in mid-August. The campaign will in clude three 30-second spots, shot in Iceland and Vancouver, British Columbia, that focus heavily on product shots of the H2 driving through scenic urban and natural locations.

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