DRIVEN BY :

ASHISH JAISWAL
Brand Time-Line
 Memorable Ad
In this off-beat humor, storyline-based ad, a giant robot and
Godzilla-like creature meet in a crowded city and fall in love. The
Godzilla-like creature becomes pregnant, and gives birth to a
HUMMER H3 as the words “HUMMER H3. It’s a little monster”
appear on the screen. The television ad was supported by a mini-
Web site where users could re-watch the ad, get more information
about the H3, and read the full version of the monster-robot love
story. Though this commercial aired only once (during a Super Bowl
broadcast around the time of the H3’s release) it is widely
considered one of the best and most memorable HUMMER ads of
all time.
message:
• This is consumer advertisement
• Through this, the H3’s current personality can
be described as : Adventurous, Rugged and
Powerful.
• In unexpected and surprising ways, the
campaign communicate the idea that H3
drivers can make their own path through life.
• In one word, the current position is
“Power-House.”
 Competitors

 Range Rover
 Nissan Xterra
 Toyota Fj Cruiser
 Jeep wrangler Rubicon
 facts
This is the commercial that Hummer aired during the 2006
Super Bowl.

The ad directs us to the Web, www.hummer/monsters, where

we find some typical Web-type stuff - watch the
commercial, sign up for a newsletter, etc.

The “Monsters” spot uses emotion in an amusing and

unexpected way to spin an unconventional love story around a
new HUMMER, while also conveying the H3’s more “rational”
traits, such as toughness and agility.

This spot is a good example of using humor and storytelling

techniques which reinforce the brand positioning rather
than distract from it.
What Works About the Ad:
The Ad has been directly addressed to the consumers and there is no endorser.

This spot works for audience like, minds of mid-life crisis fathers who are yearning for an
alternative to a minivan or conventional SUV.

Hummer is really trying to reinforce two important properties about Hummers here while
introducing the new H3. In addition to “Tough,” this spot does a good job with “Unique

In unexpected and surprising ways, the campaign communicate the idea that H3 drivers
can make their own path through life

Three things make this spot effective:

What Doesn’t:

Hummer’s positioning is perilously close to Jeep’s which also trades on ‘tough’

but has more of a performance bent. General Motors is right to stress the
uniquess of Hummer as the Hummer products are much more distinctive
looking than the Jeeps. The quirkiness of the commercial also helps separate
Hummer as it is not the sort of advertising that would fit the Jeep brand.

The big risk with this spot is that the brand remains hidden until the end of the
commercial. This is necessary to maintain the dramatic tension in the spot, no
question. However it leaves the spot open, at the end, to being memorable but
losing the brand affiliation. This is something GM needs to watch carefully.
THANK YOU