General Motors returned to the Super Bowl this year, re-introducing the Hummer to the market in an all-electric form, 10 years after the once-notoriously gas guzzling truck went out of production.
The 30-second spot titled “Quiet Revolution” features basketball phenom LeBron James (who has previously starred in ads for competitor Kia) and highlights the fact that the new Hummer EV’s technical specs, including an advertised 1,000 horsepower and 11,500 pound-feet of torque, will be silent.
The ad was created by Leo Burnett and ran in the game’s second quarter. GM had originally planned to release the commercial in full in the week leading up to the Super Bowl, but it axed the preview and re-edited a series of teasers following former NBA star Kobe Bryant’s death in a Jan. 26 helicopter crash.
The Detroit-based automaker last appeared in the Big Game in 2017, when it ran an ad for Buick.
AGENCY: Leo Burnett
QUARTER AIRED: Q2
SUPER BOWL: LIV