Feedback on the Hummer strategy

A month ago Jai and I submitted our entry for the Advertising Planning School of the Web, a strategy for Hummer. Now we've received feedback saying:

'What I find interesting in this is that just like Seb, you’ve identified a bunch of really interesting ideas and then went for the most ‘creatively pragmatic’ direction which is basically a “FUCK YOU” to people who think HUMMERS are for gas-guzzling, gun-toting wankers.

I am all for pragmatism and boldness in creativity but at the heart of your idea is an advertising concept rather than something that would achieve motivation regardless of communication - and whilst it would generate tons of PR, awards and talkability, it would not necessarily translate into sales.

Saying that, you are the only ones who really took on an ANTI-ENVIRONMENTAL approach … and while that would probably work VERY well in some countries/cities [Texas?] in alot of other markets, we felt the social-pressure to be ‘responsible’ may actually minimise sales rather than increase them...'

Very good constructive feedback, we fixed some parts of the strategy and maybe there will be a campaign for my book out of it. Thanks Rob and the judges for the thoughts and I'm waiting for the next assignment! You can read the whole feedback here on Rob's blog.