HUMMER Promotes with Magic

According to a recent release, HUMMER is introducing a series of new television ads designed to convey "surprising truths" about the vehicle. According to the manufacturer, the ads, which feature magic, tout the H3's smaller size, maneuverability, low price and fuel efficiency.

"It’s Not Magic" uses humor to illustrate some "surprising truths" about the H3. All of the ads feature an illusionist who tries to make the ordinary acts of parking a truck and passing a gas station into impressive feats of magic. The viewing audience is let in on the joke as the title cards reveal, “It’s not magic. It’s the midsize H3.”

The magician featured in the spots is Daniel Chesterfield, a character created by Chris Van den Durpel, a Belgian comedian. The character of Chesterfield pokes fun at the dramatic performances of professional magicians.