Hummer have recently launched in Australia. The opinion of the Hummer is quite a divide of love / hate.
Below is a picture of the outdoor campaign which is running on trams and outdoor super sites.
The tag line “Now get lost” – Hummer, is not without a subtle sense of irony.
Did the marketing team in charge consider the negative flack many give the Hummer? The unwanted gas guzzler? Is the copy line appropriate for launch a campaign?
The startup blog opinion on Hummers isn’t relevant. What is relevant is the lesson for entrepreneurs:
Always consider the ‘multiple angles’ of any copy line.
I don’t think it was a mistake: this car was made for bullies and requires a bully ad. Great job! But no thanks I don’t want to buy one. The next Hummer might actually be a real tank with guns so you get the road for yousself, great. I m sure it would be popular: think about it: your family will feel very safe inside, just what we need, and the ad for it could be: now F**** OFF!.
Like Remi, I think you’ve misunderstood GMs motives – of course, the Get Lost message was intentional. It’s “dog whistling” – the target market would not think consider the tag to be “negative”. They would relish it. Look at the image – it’s about a huge, in your face, get f****d, attitude.