H3 HUMMER is reaching out to a broader audience. As part of our launch portfolio, we wanted to have work that reflected the tougher side of the H3; drilling home that H3 lives up to the off-road reputation HUMMER made famous. While approaching this broader audience it was important that we did not take ourselves too seriously in communicating this message. The Monster spot, in a humorous way, tells a story about a truck being born that is a little monster, and in turn every bit a HUMMER.