[Wisha Haddan H3]

I'm glad GM is working on public perception of Hummers. We drive amazing vehicles with some advanced technology under the hood ... but you'd never know it from the ads. With all the bling, machismo and yuppies with esteem problems, it's no wonder there's a backlash against our trucks. People don't understand the technology, innovation and efficiency behind the "iconic design".

That's one thing Toyota does right. If you haven't seen the FJ magazine ads, they're a 2 page tear-out tech bulletin, each highlighting a different aspect of toyota engineering ... engine, transmission, suspension and so on. It makes the FJ look hardcore and highlights their technology, like Variable Valve Timing. The I-5 3.7L uses VVT too, but does anyone know it? Not really.

Hummer needs an ad campaign that highlights the technology, innovations, safety, and ruggedness of the brand. Don't show me a phony magician next to an H3 driving past the gas station. Open the hood and tell me how the I-5 generates so much HP and low end torque while maintaining fuel economy. Get under the chassis and tell me about full-time 4wd and AAM axle strength.

They need to get personal too. Interview the cops and firefighters using the First Responders program or regular folks involved in HOPE. There have to be dozens of great rescue stories about people who got to the scene or escaped from disaster in a hummer. Donate some H3s to an environmental research group so they can get count pine beetles on the Divide ... and then film them getting there.

Once people start associating hummers with police, firefighters, smoke jumpers, the Red Cross and helping the environment, it will be a lot harder for them to attack hummers without hurting their own image.