Rain, flooding, hurricanes, Armageddon… What can we do?! During a football game over the holidays I saw a commercial that looked like a public service announcement about the disastrous effects of global warming, but about halfway through I realized that it was a Hummer spot. Called “Hummer Helps,” this is GM’s campaign to reposition their 6000 lb gas-guzzler as a benevolent life-saving machine and not a symbol of American disregard for the environment. It’s common knowledge that the majority of people driving Hummers don’t use them in the same way the Red Cross does, but GM hopes that by providing a website where actual Hummer drivers can send pics of themselves towing 2WD cars out of mud puddles, everyone’s karmas will be cleansed.
I think a commenter on the Thinking in Vain blog said it best: “Firetrucks help [too]… Guess I should go out and buy one.”
More commentary on the Hummer Helps campaign: