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Oct 29 2007 9:26AM EDT

Hummer: We're Not Evil, Really!

Environmental types hate Hummer, but maybe they should show a little gratitude. There would probably be a lot more of the gas-guzzling goliaths on the road if it weren't for the brand's recent ham-fisted advertising efforts.

Last year, Hummer got into a pickle with its "Tofu" spot (watch it below), which suggested that guys who buy giant SUVs are overcompensating for feelings of inadequacy. Somehow, the trend gurus at Hummer's agency, Modernista, failed to consider whether it's wise to insult one's customer base. "The cynicism and/or condescension inherent in this campaign is utterly breathtaking," declared Brandweek. In the face of many such judgments, Hummer quickly changed the campaign's tagline from "Restore your manhood" to "Restore the balance," but the damage was already done.

Now Hummer and Modernista are taking an entirely new tack: tugging on our heartstrings. Its new campaign, "Hummer Heroes," "portrays how rescue workers and owners rely on Hummers to help others," says Ad Age.

Talk about overcompensating.


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