Well, if THAT doesn’t inspire your inner snark, nothing will. Brandweek reports that the HUMMER FOR SALE brand is proceeding with its launch plans for the new H3T with a new TV ad that hit the waves (cable? fiber? net?) last night. The ad by “Creative, via Modernista, Boston, shows a group of buff young men driving an H3T across a mountain range onto a rocky beach where they unload a motorcycle, a surfboard, a hang glider and fishing gear. The spot reveals all of them using the gear for outdoor activities. It uses the same tag, ‘Welcome to the Open,’ which was introduced by Hummer in May for the H3 campaign and for the whole brand” Yeah, that’ll work. ‘Cause gay men love HUMMER. No, wait. That’s not it. “The H3T buyer tends to be more active as well as more family oriented,” according to Hummer rep Nick Richards. “The buyer is looking for even more room than an H3 provides.” And that ain’t sayin’ much. Richards reckons that HUMMER counterparts, including the Dodge Ram and the Ford F-150, give the H3T a “fresh in the market” appeal. Whatever that means.
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Those guys are WAY too male model to work in this ad, if GM’s target is male. Is Hummer rolling out a Brokeback Mountain edition?
Note to GM: Chuck Norris sells Total Gyms. He’d sell this.
With the exception of the motocross bike, these outdoors types are usually found in well used Subarus and small trucks with toppers. They are rarely if ever taken further than a gravel road to a trailhead parking lot. Usually outfitted with various milk crates for odds and ends.
Uh, I may know these types to well….
Chuck Norris does Toyota Tundra adds to. What was the tag line: “classy and tough” or some kind of non sense like that.
The HUMMER add is gay (and I don’t mean in the homophobic sense, but more in the lines of “OMG so f*cking cliche…”). Good bye HUMMER (and GM).
I’m sorry, this just seems so…San Francisco. Yeah, my Gaydar went off on this one too.
If Chuck Norris told me to go out and buy this truck I’d do it immediately!
What was with the screaming at the end?
Braveheart? Freedom!!! There was a sound of a sword being unsheathed earlier too.
Lame.
Totally “gay”.
I can’t believe they’d think anyone would take that ad seriously. When’s the last time you saw a male model out fly fishing ?.
I’ve said it before and I’ll say it again, I’ve NEVER seen a Hummer with any dirt or mud on it. People aren’t buying these things to be used as outdoor trucks. Guys are buying them to be used as a more macho version of the Escalade, with chrome rims and accesories. They are a blue collar status symbol the way Harley Davidsons are.
As far as “The most versatile Hummer ever” that ain’t saying much, considering how un-versatile the cramped interior of a regular H3 is.
I think they stole sound from the Lord of the Ring movies.
As I’ve said before, Hummer never should have grown beyond its niche of being the Jeep Wrangler of Exotic cars with the H1.
Usta Bee :
October 1st, 2008 at 10:29 pm
They are a blue collar status symbol the way Harley Davidsons are.
Hey, be nice. I’ve ridden the same Harley since 1970 and I now own a $1M+ company. :)
I’ve never bought a Harley T-shirt, chaps nor any of those silly half helmets. LOL
I agree though, what idiot decided to continue the development of the H3?
As a gay male, I’m not really interested in the vehicle. Who do I see about obtaining one of the drivers?
Do you like movies about gladiators?
If it weren’t for the fact that GM has been run by a bunch of wieners for nearly the last half century and have no one to blame but themselves for their current dire straits, I could almost feel sorry for them having the impossible situation of trying to offer some sort of marketing support for a brand-new model of a nearly defunct brand, making it instantly dead-in-the-water the moment it hits showroom floors.
Almost.
It only needs one more tagline to make the point perfectly clear:
“From top to bottom, the H3T is the most flexible Hummer ever.”
I second JuniorMint’s point.
I just don’t see where this was so “gay”. Maybe I’m too heterosexual.
Goofy – yes. Gay – not so much.
However, I do like the truck – front locker and all.
“People aren’t buying these things to be used as outdoor trucks.”
Actually they are not buying them at all.
It looks like the cargo area is slightly bigger than the H2T. Other than that, I got nothin’.
No, Chuck Norris does Honda commercials.
It’s nice to see that the H3T kept the submarine hatch-sized fuel-filler door on its rear, to advertise its fuel-sucking “tendencies”.
Oh wai-
They couldn’t get Clay Aiken?
Should have had the motorcycle pulling the surfer and launching the hang glider while the hang glider dude strung his line out from 100 ft up…..that would have gotten my attention. Jackasses buy these, do a jackass type sales stunt.
Call me a sucker. I want one and I want to be that guy. Probably one of the best commercials I have seen in a long time. WOW!! Rivals the Nissan 300Z commercial of several Superbowls back that was banned shortly afterward because it encouraged speed.
PS I’m not gay. (not that there is anything wrong with that)
I hate to say it, but I actually like this vehicle. A little too much plastic, but overall it is more useful than a normal H3. They need to bring back the rugged steel look you got with the H1 instead of the plasticky cartoonish bling look of the H2 and H3 now. Then they could be niche vehicles like the Lan Rover Defenders.
With the exception of the motocross bike, these outdoors types are usually found in well used Subarus and small trucks with toppers.
+1 on the Subarus. If you go to trailheads in the Rockies there are Subarus everywhere. Subarus and old sedans with a Yak rack on top.
You would have to be an idiot to park a Hummer at a remote trailhead. You would get back to find a rock through the windshield.
That ad reminds me of what Outside magazine has become: A magazine for gay yuppie posers. That is the only explanation for the huge number of male models in the mag.
Hey it looks better than the frontier, tacoma, colorado, or ranger in my opinion. If you want a midsize truck I think its a good looking choice.
Maybe if it had a useful bed…5 feet isn’t enough to justify it as a truck. If you wanted a pickup, you’d have to be pretty insecure in your manhood to get this instead of a Tacoma/Frontier/Ranger. Or if you really wanted to go off-road, what’s the matter with a Wrangler?
I love the H3T and think the ad rocks. I also think the hatchback thing is cool – humveeish. Anybody know what the hatchback accessory costs?
I’m test driving one this week and will buy unless it doesn’t drive like the H3. I own an H3 and love it – it turns on a dime. Blows away jeep for turning radius. If the H3T turning radius isn’t as good as the H3, then I’ll just buy another H3.
It’s my understanding that the guys in the Ads are pro “adventurers” or outdoor professionals… check out the other ads on the HUMMER site. …I didn’t get the impression these dudes were gay!
@Qwerty
I’ve parked my H3 at plenty of trailheads and never had a problem (actually a lot of compliments and people asking about it). Now the H2 trailhead response might be different! …but I would think the H3T would get a huge positive response just like my H3. …I know I would would be checking it out.