Spots Showcase Hummer’s Latest ‘Tricks’

LOS ANGELES Modernista! on Friday introduces four commercials for General Motors’ Hummer H3 starring Belgian comedian Chris Van den Dorpel as “Daniel Chesterfield,” a character modeled on magician and illusionist David Copperfield.

Each spot humorously focuses on a different act of prestidigitation.

In “Home,” Chesterfield mimes pulling an H3 into a suburban two-car garage as Las Vegas-style show music plays in the background. His assistant holds up a sign that proclaims, “It’s not magic . . . it’s the midsize H3.”

In “Parking Garage,” Chesterfield declares, “Magic is all around!” as he demonstrates with waving arms the “trick” of raising and lowering a parking-gate arm.

“Gas Station” and “Turning $29,500 Into a Hummer” use similar setups to tout the H3’s mileage claims and aggressive pricing, respectively.

Hummer’s familiar “Like no other” tagline closes each execution.

Cody Spinadel (art) and Alex Flint (copy) crafted the spots. Eric Lynne directed.

Modernista! this week also unveiled a Hummer commercial titled “Escape Greatly” in 90-, 60- and 30-second iterations. Young men toiling in a sterile office complex plot an elaborate escape from their cubicles (to a waiting H3) in an homage to the 1963 film The Great Escape starring Steve McQueen. Joe Fallon (copy) and Tim Vaccarino (art) fashioned “Escape Greatly,” which was directed by Fredrik Bond.

GM spent $140 million in measured media to promote Hummer vehicles in 2005 and $75 million through the first half of this year, per Nielsen Monitor-Plus.

Last month,Modernista! debuted its first work for GM’s Cadillac [Adweek Online, July 27].Those ads were tagged “Life. Liberty. And the pursuit.” The independent Boston agency added the creative portion of Cadillac’s estimated $240 million account in two phases without reviews earlier this year.