Hummer Envy
Last week, I posted an entry about toy Hummers in the Happy Meals at McDonald's. Now, the latest installment in what promises to be a series of astonishing Hummer campaigns:
New H3 ad. A guy is embarrassed at the checkout line at the grocery store because he's buying (gasp!) tofu. The guy behind him, meanwhile, is an unabashed meat-eater. He's stocking up on ribs and steaks. Chagrined, our veg-head friend makes a bee-line for the Hummer dealership and, wham bam, buys a spanking new H3, just like that. Driving off the lot, the tagline comes onscreen as our hero chomps a carrot. "Restore the balance," it says.
Slate's Seth Stevenson talks to a Hummer spokeswoman who explains that the ad is designed to make the H3 seem like a more "approachable vehicle that will appeal to introverts, extroverts, vegans, and carnivores." Writes Stevenson:
She's right that we wouldn't expect a tofu eater to buy a Hummer. But at the same time, the spot reinforces the central, classic stereotype about Hummer drivers: They buy big cars because they have small ... egos.Uhh, ... you think?
It's stunning how enthusiastically the ad embraces this idea. The entire plot is based on it: A guy feels wimpy because another guy saw him buying tofu, so he dashes out and buys a Hummer to feel better about himself. The original tag line of the ad was in fact "Restore your manhood." Hart says people called in to complain ("The whole idea of manhood and virility is a touchy subject," she points out, "especially for men")....
As Stevenson notes, the funny thing about this is that it sends the message that Hummer drivers are compensating for inadequacies (whatever they might be). And, how, he wonders, is that a positive brand image? Beats the hell outta me. But, then, as insulting as the ad is (and, I mean, on so many levels), at the same time it's probably as close as we're ever going to get to truth in advertising. Don't you think?
To see the H3 spot for yourself, go to Hummer.com, then go to Hummer World, then TV Commercials, and finally, Tofu.
7 Comments:
Watch the one called "Slide," too. Not only are these people using a freakin' Hummer to build their egos, but they admit that they help you be selfish and pushy as well. Such an interesting profile of a Hummer driver those brilliant brains at GM are creating.
Are they dumb as posts???
If this Hummer ad is intended to do anything it obviously includes further seperating the vegan/vegetarian-tofu-buying population from the ominvorous-soy-scared majority.
As a veggie-head, I for one, was outraged that someone who would even Think of buying tofu could consider stepping foot into a Hummer dealership.
People concerned about the earth's well-being, I would guesstimate, make up about 75% of tofu-toting consumers. And anyone concerned with the well-being of the earth is clearly not going to purchase a gas-guzzling inefficient piece of machinery. Right? So what gives?
Is a bit of humour to satisfy ignorance going to breeze past the concerned population? Or are we planting seeds for another Civil War? (an environmentally friendly one of course)
If the vegan guy was so threatened by the carnivore, he should have just punched the dude. He would have saved himself 30 grand.
I hate the message and the cars, but you have to admit, they make slick ads
Hey, loser, get a sense of humor.
Hey, do you guys have something against Hummers? They are such useful vehicles for camping and getting outdoors. What are you in the Sierra Club for if you don't get outdoors?
I am always carrying lots of camping gear, kayaks, scuba gear, bicyles etc and friends and the Hummer carries it all. Maybe you haven't read but over the vehicle lifetime, Hummers use less energy than hybrids. Here is the link, read the summary or the whole 450 page report
http://cnwmr.com/nss-folder/automotiveenergy/
See you on the trail.
What are you talking about? Hummers are incrediable, and I just happen to be a college educated male, not a redneck meathead. Global Warming is nothing more than normal climate fluctuations, so I have no guilt whatsoever about driving such an amazing vehicle. Kudos to GM!
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