Ad Agency Braces For Hummer Sale

The bankruptcy of General Motors could mean a major loss in revenue for at least one Boston advertising agency.

Modernista! is a Boston ad agency that has its biggest account with Hummer brand of General Motors. Modernista! produces ads that amp up the vehicle’s off-road prowess with powerful visuals and few words. But now, GM is selling the Hummer brand to a Chinese company.

Modernista! has also been producing ads for Cadillac for several years, but Cadillac, like many automakers, is cutting back on advertising.

Two other Boston ad shops – Digitas and Mullen – may also be affected. They both do some work for General Motors, in one case for the Pontiac and Saturn brands that GM plans to sell.