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New Ad Campaign Says Heroes Drive Hummers

New Ad Campaign Says Heroes Drive Hummers

"The unparalleled capabilities of a Hummer make them the ideal disaster-response vehicle."
-Martin Walsh, Hummer general manager

October 31, 2007 —

An oft eluded to icon of post-9/11 hypocrisy is that of the gas guzzling Hummer emblazoned with American flags and yellow ribbons, driven by a wealthy war hawk who hasn't served in the military. 2006 brought An Inconvenient Truth, and with it, dozens of caring celebrities doing their part for the environment by choosing to drive small, fuel-efficient hybrids. Hummer sales began to decline.

Somewhere along the road, a must-have trophy for every proud millionaire came to be seen as evil. Enter "Hummer Heroes," a new ad campaign aimed at reminding people that Hummers are good for something other than doubling their gas expenses and melting glaciers. "The unparalleled capabilities of a Hummer make them the ideal disaster-response vehicle," says Hummer general manager Martin Walsh.

The campaign will focus on the vehicle's utility in rescue operations, tying an unvirtuous brand to virtuous people like firefighters and relief workers. Shortly after the ads debut, a new website, Hummer Helps, will solicit stories and photos of charity and heroism from Hummer owners. No word yet on whether displaying an American flag or a yellow ribbon will qualify.

 

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