File this one under inexplicable partnerships. National Geographic has now branded a hydrogen powered Hummer. I have mixed feeling about this. National Geographic is generally considered a green brand, perhaps because of its global scope and efforts to document the vanishing human and natural world. Hummer, on the other hand, is the perfect symbol of the war economy, as a gas-guzzling behemoth, but also as a stand-in for the emasculated male member. I have long monitored Hummer ads and have seen a repeated message that we humans have become extraterrestrials. Forget spaceship earth, the Hummer is spaceship survival. With an absence of drivers in this ad, you get the sense that the Hummer is a borg, and we are simply its servomechanism. The quick cuts of the commercial also generates a discontinuous, disjointed relationship with place. We jumpcut around the globe as if the SUV will serve as our time-space machine.
Tags: Advertising, Ecology, Weekly Deconstruction
