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Modernista! Dances Around the H3

Published on .

Hummer "Chairs"
Boston agency Modernista! has introduced another stylish execution for Hummer -- this time with a spot that combines modern dance with explosive (or, rather, implosive) special effects. The spot, which broke last week, shows a quartet of dancers interpreting what it's like to ride in the Hummer H3. Their pantomime ultimately becomes real, however, when pieces of a fragmented H3 appear, suspended in the air, and suddenly crash in around around them.

Directed by @radical.media's Daniel Askill, "Chairs" features the choreography of Vincent Paterson (Evita, Dancer in the Dark), an original score by DJ/producer Paul Oakenfold and effects by Method. The elaborate scenario sets up the tagline, "Let the dance begin."

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