GMQuiet Revolution

MPC teams up with Leo Burnett and Dante Ariola on Super Bowl spot to introduce General Motor’s new electric Vehicle

To announce their brand-new Hummer Model M – an all-electric vehicle designed to rival other large EVs in the market – General Motors enlisted Leo Burnett to create a Super Bowl spot that showcased the car’s unique traits.

Directed by MJZ’s Dante Ariola and shot by Academy Award-winning DP Emmanuel ‘Chivo’ Lubezki, the stunning film includes four vignettes acting as visual metaphors for the car’s qualities – from a herd of wild horses representing the huge horse power, to an incredible slam dunk by basketball star LeBron James signifying quiet dominance, followed by just a glimpse of the front grill as a teaser of the car which will be revealed at a later date.

MPC handled the VFX, which was led by MPC Creative Director Michael Gregory, Comp Lead Rob Ufer and CG Supervisor Tim Kafka, with grade by MPC’s Mark Gethin. This marks an ongoing partnership with Dante Ariola – we have worked with him on multiple campaigns including BMW ‘Legend’ and Hyundai ‘Next Awaits’, and we have also previously worked with ‘Chivo’ on high-profile campaigns such as Vanity Fair’s 25th Anniversary Hollywood front cover and Guerlain’s stunning campaign featuring Angelina Jolie.