Two new spots for SUVs came across the AdCritic desk today. A dramatic spot from Hummer via Modernista! and directed by HSI-repped duo Arni & Kinski takes place in a parking garage, where choreographed H3s take some perilous turns for such large vehicles. While black, white and gray SUVs take the concrete corners, the music gets more and more intense, until we reach the moment of truth—only to find that the H3 may not be as big as you think it is.
Another visual ride, a new look at the Mitsubishi Endeavor from BBDO West and MJZ director Victor Garcia, takes its colorful influences from origami, complete with a flying dragon. Of course, the spot veers into more familiar commercial terrain in an American forest and cityscape, but the spot lives up to its tag, a "combination of beauty and beast."