06-23-2005, 04:38 AM
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New H3 TV Ads Showcase Midsize SUV's Off-Road Capabilities
The all-new 2006 HUMMER H3 has arrived. And, with a base price of just $29,500, people are heading to their local dealership to check out the midsize HUMMER. An expanding advertising campaign is expected to help generate even more interest in the truck. The goal of the campaign is to illustrate H3’s authentic design, off-road capabilities and manageable midsize dimensions.
Three TV spots, “Rock Star,” “Disappear” and “Chairs” began airing this week on premium cable networks, including ESPN, FOX Sports, A&E, BBC, Comedy Central, CNN, CNBC, Food Network, and MSNBC. “The H3 is our newest member of the HUMMER family and lives up to the off-road reputation HUMMER made famous. These new commercials showcase the authenticity of the H3 in very surprising ways,” says Liz Vanzura, marketing director for HUMMER.
“Rock Star” - this ad features “gritty” black-and-white footage of the new midsize HUMMER H3 navigating extreme terrain. The spot is intended to show the H3's authentic off-road prowess. The overriding message is that, like all HUMMERs, the H3 is an SUV 'Like Nothing Else.' The off-road footage was filmed in a variety of well-known off-road venues, including Moab , Utah ; Virginia City , Nev. and Skipper's Canyon near Queenstown , New Zealand .
“Disappear” - is a metaphor for the peaceful and remote places you can go in an H3 – it enables you to “disappear” and get away from hectic daily life. Shot in a lush, green forest in New Zealand , an innovative editing technique was used to make the H3 disappear and reappear as it moves through the forest.
“Chairs” - uses modern dance, an original music track from world-renowned electronic deejay Paul Oakenfold, and a dramatic “implosion” of an H3 to showcase the H3’s off-road-go-anywhere capabilities in an unexpected and modern way. Four dancers walk onto a salt flat, perform a modern dance with chairs and simulate the movements of off-road driving. As they do so, the exterior sheet-metal parts of an H3 slowly fly into the frame and compose themselves into a complete vehicle. The ad ends with the words “Let the dance begin.”
The all-new HUMMER H3 delivers authentic HUMMER style and off-road capability in a more approachable and more fuel-efficient package. Just as its legendary H1 and H2 siblings did in the full-size segment, the H3 will create a new leader in off-road capability among midsize sport utilities. Compared to the H2, the H3 is 16.9 inches shorter in length, 6 inches shorter in height and 6.5 inches narrower. Roughly the same length as a midsize family sedan, H3 comfortably navigates city traffic and delivers HUMMER's trademark incredible crawling and climbing capability. To ensure it could stand up to the toughest off-road conditions, it was tested on the country’s toughest trails, including the Rubicon Trail in California .
HUMMER is a division of General Motors Corp. (NYSE: GM), the world’s largest automaker, has been the global industry sales leader since 1931. Founded in 1908, GM today employs about 321,000 people around the world. It has manufacturing operations in 32 countries and its vehicles are sold in 200 countries. In 2004, GM sold nearly 9 million cars and trucks globally, up 4 percent and the second-highest total in the company’s history. GM’s global headquarters are at the GM Renaissance Center in Detroit . More information on GM can be found at www.gm.com.
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