Toxic masculinity, but make it electric.
Way back in the Before Times, during February’s Super Bowl, GMC hinted an electric Hummer was coming. Now, it’s here (for preorder).
The company unveiled the Hummer EV on Tuesday with a commercial featuring Lebron James intoning that this truck is about “seeing the world not as it is but how it could be,” and a cover of Led Zeppelin’s “Immigrant Song” as a backtrack to footage of the new Hummer absolutely crushing it in nature. It’s clear that GMC is banking on conspicuous consumption as a climate solution. Yet it’s that attitude that got us into the climate crisis, and slapping a 1,000-horsepower electric motor in it is the vehicular embodiment of putting lipstick on a pig.