Modernista! Launches Hummer H2 Campaign

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The Hummer H2: "If you can, maybe you will."
The launch of the Hummer H2 was among the first assignments Modernista! landed when copywriter Lance Jensen and art director Gary Koepke launched the Boston boutique back at the dawn of the millennium. Since then, the shop has created branding campaigns for MTV and the Travel Channel, and won (and lost) periodic projects from The Gap. Now, two years later, the H2 launch campaign has arrived with a series of three spots that begin airing today.

Jensen admits that having so much time isn't necessarily a good thing. "It can sow doubt," he says, explaining that the basic idea behind the campaign is the same as it was when they pitched it. "I like the way they turned out," he says of the final product. "I like the way they feel."

All three spots were directed by Icelandic directing team the Snorri Brothers and shot on location in Iceland and Vancouver. The first spot to air, "Glacier," features lush landscapes and intricate editing as a setup for the line: "If you can, maybe you will." As always with Jensen -- who stoked interest in German band Trio and Nick Drake with his work for Volkswagen -- music plays an important role. "Glacier" is set to the track "The Only Way Is The Wrong Way" from The Amalgamut, the new album from hard rock outfit Filter. "We put up a lot of songs against these spots," Jensen says. "We were just trying to come up with a first step in establishing the tone of the brand."

In two more spots still being tuned in post, we see a woman maneuvering her H2 through the city and a couple out for a drive on the beach. "People have a lot of assumptions about the brand," Jensen says, adding that most of them stem from Hollywood's use of the car as a super-macho action vehicle. "The goal of the whole campaign is to broaden people's views a little."

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