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OCT 2007

GM's New Spin: Buy a Hummer, Save Humanity†

New Campaign Aims to Rescue SUV's Image by Highlighting Its Exploits

Advertising Age, October 29, 2007 — DETROIT (AdAge.com) — Megan Stooke is a realist.

"Our brand has always been polarizing, and we've always said we are not for everybody," said the marketing director of General Motors Corp.'s Hummer macho SUV line, which has been swept up in almost a perfect storm of volatile gas prices, the war in Iraq and the rise in environmental consciousness.

'HUMMER HEROES': The campaign will show how rescue workers, among others, rely on the vehicle to help them help those in need.

Category: Brand Strategy
Tags: GM, Hummer, Advertising, Brand Strategy

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