When it comes to action movie-style advertising, Union Partner/Editor Jim Haygood is the person to see, due in no small part to his frequent collaborations with Reset’s Joseph Kosinski. The director and editor have reunited for “Reporting for Duty” – created via Leo Burnett and airing now – which cross-promotes the revolutionary GMC HUMMER EV and the highly anticipated Call of Duty: Modern Warfare II video game, set to release on October 28th. The GMC HUMMER EV first took the world by storm in 2020 and now it’s entering the global gaming world in a big way. For the first time ever, the world’s first all-electric supertruck will be a part of the critically acclaimed Call of Duty® video game franchise.
In the live action spot, characters from the game are transporting some sizable cargo to a remote desert location. The contents are unknown to the team, until they – and the container – parachute down to the ground. As the container hits the dirt, we see the unmistakable HUMMER logo. Sure enough, the new GMC HUMMER EV rolls out of its hold, a squad of four hops into the vehicle and the driver shouts, “Adios, amigos!” as they leave two opposing team members in the middle of nowhere. “You see any more of those?” asks a bewildered commando. Maybe they’ll have better luck when the game is released on Friday.
Haygood’s recent projects include Exec Producing the 3-part docuseries, SINS OF OUR MOTHER, for Netflix.
About Union
Union Editorial has offices located in Los Angeles, New York, Austin, and London, where it maintains an alliance with Marshall Street Editors. The company also develops and produces original content. Other Union companies include Hunter, which provides finishing services, vfx, graphics and mix for commercials, features and gaming. Union is presided over by Partner/Managing Director Michael Raimondi alongside Executive Producer Joe Ross and Head of Production Dani DuHadway in LA, Partner/Managing Director Caryn Maclean alongside Executive Producer Melissa Lubin in NY, Executive Producer Vicki Russell in Austin, and Logan Aries, Executive Producer of Hunter. The Union roster is comprised of Partner/Editors Jim Haygood, Einar Thorsteinsson, Jay Friedkin, Sloane Klevin, Marco Perez, Merritt Duff, Graham Turner, and Chris Huth, editors Daniel Luna, Laura Milstein, Jason Lucas, Karen Kourtessis, Kevin Ray, Rachael Connelly, Zach Kashkett, Andrea MacArthur, Amanda Perry, Justin “Q” Quagliata, Vinnie Hobbs, and Rick Lawley, as well as select projects with Guicho Flores, Teddy Gersten, Tim Thornton-Allan, Matt Chesse, John Mayes, Spencer Ferszt, Paul Plew and the Marshall Street roster.