The newest hummer ads are shocking to me. Shocking in that they’ve finally just said, “fuck it. We know people who buy these are assholes, so why not just come out and say it.”
The ads are blatant stabs at getting to the mindless consumer; one who is so consumed with keeping up with the Jones’, that he or she will do anything and buy anything to feel better about their lonely, pathetic lives.
The first one I saw featured a woman at the playground with her kid. Another kid cuts in front of her child and the mother timidly says, “but Jimmy was next..” To which the mother of the rude child says, “too bad, now we are.” Or something to that effect.
The offended mom gets frustrated, grabs her kid out of the playground and heads immediately to a Hummer dealership to get even. She buys a huge, gas guzzling Hummer and feels great about herself as she drives away. The tagline “Get Your Girl On” is seen as this weak, boring woman has just purchased away any feelings of inadequacy she might have had on the playground. I mean after all, it’s easier just to buy something that can help you threaten people behind two tons of steel than actually standing up for yourself right? Right.
The second ad shows a guy, possibly a vegetarian, in the check out line at the grocery store. He’s buying tofu and veggies but the guy behind him is buying what looks like the rack of ribs that knocked over Fred Flintstone’s car at the end of every episode of the Flintstones. The veggie guy is embarrassed and darts out of the store to the Hummer dealership. After buying, he gets in his shitty ride and with the tagline of “Restore the Balance,” he bites into a carrot. Why a vegetarian would suddenly be moved by a huge animal carcass to race out and start paying $60 to fill his tank, I’ll never know.
The commercials are pretty straightforward. A person is not happy with their life and how things are going in it, so they buy something they don’t need and all is better. If you get pushed around by people, don’t assert yourself, go buy an SUV and assert yourself anonymously inside your vehicle. There’s nothing braver than an asshole that imposes their will on other drivers just by the sheer volume of the truck they’re driving.
I think this is brilliant advertising because it flies in the face of what people typically think about SUV’s. Sure, tons of people still drive them, and I’m know deep down they love them, but in public, everyone silently or not-so-silently agrees they are monstrosities. In my world, to drive a Hummer means you suck. You’re a weak minded fool who needs this hunk of junk to feel better about yourself. You suck and the only way you can feel better about yourself is buying one. This is awful behavior and apparently Hummer agrees…merrily.
Hummer has said, “screw it” and is giving people what they want. Instead of making up reasons to justify why they bought the car, the ad has gone straight for the heart and has portrayed its costumers as they are. You and your hybrid loving friends aren’t going to buy one, so why waste money trying to convince you? This goes right to the people it needs to: spineless assholes. Are you a hopeless head case who will buy anything to justify your existence? Boy, do we have the car for you.
This commercial makes me angry because I know it works. The fact that it makes me angry is proof that it works. It works on zombie Americans who will buy the vehicle and it works on people like me that find this behavior outrageous and hazardous. There will more in this series, just you wait. And when they get the one on the air that shows someone buying a Hummer so they can road rage more effectively, I will bow down and give the respect these blood suckers are due. It’s brilliant and really fucking sad all at once.