Modernista! Dances Around the H3

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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'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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