Hummer Magazine

VOL .01 GUERRILLA MARKETING

How the Military gets you to join their cause

TRON 2.0Is it worth all the hype?

Daft Punk thinks so...

JACK WHITEWe sit down with him

and talk Dead Wheathers

This Harry Potter sweatheartturns her magic towards

her college career.

&

VOL 1

9 771355 190291

0 4>4.99 USD

EMMA WATSON

December 2010 / HUMMER.com

TOP VIDEO GAMES OF 2010 // SEX: THE OLDEST TRICKS IN THE BOOK // 5 BEST COLOGNES

THE TASTEFUL TOUNGE N’ CH EEK MAGAZINE

HUMMEREditor in Chief

Thomas Edward Yorke

PublisherNadejda Hristova

Art DirectorGlenn “Andobe” Carlson

ResearchersJack Black

Tom HanksShawn White

Jason MrazBeck

Luke WilsonThomas Yorke

Contributing EditorsSteve Carell

Zachary GilafianakisThomas Cruise

Bill ClintonSteve Brule’

Christopher Reeves

Digital Media Michael Silberman Sales and Marketing Ron Stokes

Senior Account Director Jock Agorastos Account Manager Abby Zimmerman

Marketing Manager Jenny ParkAd Operations Manager Gary Kertis

Ad Operations Coordinators Amanda MacDonald, Steve Yates

Say no more....

www.dodgecharger.com

.76Emma Watson

December 2010 CONTENTS

So you thought your Harry Potter marathon was amazing, wait until you see what Emma’s got in store.

32

61

64

42

No matter how hard Marissa Miller tries, she just can NOT get clean! But we don’t mind.

Augmented Reality, the new way the military hopes to capture your intrests and capitalize on your strengths.

TRON Legacy : gearing up to be this years top movie but does it live up to the hype?

BAR None : The fashion world’s `it girl´ Bar Rafili doesn’t mind showing off her talents for the cameras.

Ted Baker in the last Meatpacking District with the Pinball Wizard makes a mind blowing comebackwearing a beautiful (but broken) watch!

+ STYLE POINTS$#!% Joe Biden! A di�erent Kind of fighter she reports, We Decided She's Hot Leader: Michael Bloomberg drinks hot whisky for all the Non-Drinkers

+ NEWS & POLITICSThe Jonathan Franzen Award for Jaw-Dropping Literary Genius goes to... Jonathan Franzen for his four Commandments of Flying mindlessly.

+ ENTERTAINMENTBentleys in Bahrain and other Mundane Moments. The Most Iconic of these Slow Cars plays hookie at a Cocktail Bar in South America and always leaves a tip.

+ CARS & GEAR

»

»

Features

.76Emma Watson

December 2010 CONTENTS

So you thought your Harry Potter marathon was amazing, wait until you see what Emma’s got in store.

32

61

64

42

No matter how hard Marissa Miller tries, she just can NOT get clean! But we don’t mind.

Augmented Reality, the new way the military hopes to capture your intrests and capitalize on your strengths.

TRON Legacy : gearing up to be this years top movie but does it live up to the hype?

BAR None : The fashion world’s `it girl´ Bar Rafili doesn’t mind showing off her talents for the cameras.

Ted Baker in the last Meatpacking District with the Pinball Wizard makes a mind blowing comebackwearing a beautiful (but broken) watch!

+ STYLE POINTS$#!% Joe Biden! A di�erent Kind of fighter she reports, We Decided She's Hot Leader: Michael Bloomberg drinks hot whisky for all the Non-Drinkers

+ NEWS & POLITICSThe Jonathan Franzen Award for Jaw-Dropping Literary Genius goes to... Jonathan Franzen for his four Commandments of Flying mindlessly.

+ ENTERTAINMENTBentleys in Bahrain and other Mundane Moments. The Most Iconic of these Slow Cars plays hookie at a Cocktail Bar in South America and always leaves a tip.

+ CARS & GEAR

»

»

Features

.76pg.39

pg.59

pg.21

Emma Watson

We get in depth with Jack White

Top 5 Colognes to keep ‘em coming back.

Home Movies with Olivia Munn

»

4 2 H U M M E R — D E C E M B E R 2 0 1 0

Exit cover

AUGMENTED REALITY

46237

Taking their recruiting e�orts to a new level via two distinct experimental marketing initiatives, the U.S. Army and the U.S. Air Force have embraced augmented reality, deployed by Total Immersion (www.t-immersion.com), the global leader in AR – solutions that educate and motivate as they engage. The Army campaign was created by

Momentum Worldwide’s Chicago-based team and TimeZoneOne, also of Chicago, while GSD&M Idea City of Austin, Texas developed the Air Force campaign. The U.S. Army’s “Race for Strength Challenge” pits a fully tricked out, Army-sponsored NASCAR vehicle – Ryan Newman’s #39 Army Chevrolet Impala — against the Army’s high-tech fleet, placing potential recruits into the action, via the Web (www.goarmy.com/raceforstrength) and through kiosks installed at select NASCAR events. At the kiosks and online, players can race against MRAP and Stryker armored vehicles, through various (sometimes treacherous) environments. Players control vehicles by means of a

card or printout featuring a tracked image and a steering wheel. The game is featured in the billboard promo loop on the goarmy.com homepage.This racing game is an extension of the U.S. Army’s continuing e�ort to showcase its high-tech skills training and the various options and career opportunities it o�ers. “Army - Race for Strength,” the newest element in the interactive, participatory Strength in Action Zone exhibit at major NASCAR and NHRA races, made its debut simultaneously in four locations: at Daytona International Speedway in Daytona Beach, Fla., during Speed Week preceding NASCAR’s Daytona 500; at Auto Club Raceway in

(NOV 8, 2010) – G.I. Joe has nothing on the real thing. Especially when the armed forces go reality one better.

LOS ANGELES

Pomona, Calif., as part of festivities surround-ing the NHRA’s Kragen O’Reilly Winternation-als; at McCormick Place at the Chicago International Automobile Show; and online. At the same time, the U.S. Air Force has kicked o� “Command Center Alpha,” its newest mobile marketing tour. Command Center Alpha is an AR mobile tour experience that immerses visitors in the “sci-fi” world of the Air Force. The interactive tour includes 3-D computer graphics, videos, educational kiosks, digital downloads and a full-size F-16 Thunderbird display. Visitors use handheld devices, which rely on natural image tracking, enabling them to experience augmented

reality in the form of 3-D animations video. The mobile marketing tour is an extension of the Air Force’s sci-fi advertising campaign, which showcases technology that was once regarded as science fiction, but that the Air Force is actually deploying today. Against that backdrop, Command Center Alpha highlights the variety of job opportuni-ties the Air Force o�ers. The mobile tour got under way at the Suwannee River Jam in Live Oak, Fla. on April 21, and will include stops at major events and venues through summer. “As many young Americans are not aware of the wide variety of opportunities available to them in the U.S. Army, we found

that through an augmented reality experi-ence, we could give them a true taste of the elite technology and training used to develop the Army Strong Soldier and help our client, the U.S. Army, really resonate,” said Chris Weil, Chairman and CEO of Momentum Worldwide. “In our search for the best vendor, we landed on Total Immersion without one single reservation and they have delivered the very best, and simply the coolest live mobile tour experience for our client and the visitors to our interactive video games will love it.” “We are excited to be using this new

form of technology to inspire and educate the American public about the United States Air Force,” said Col. Michael Tillema, Air Force Recruiting Service’s Strategic Marketing and Communications Division chief. “Technology changes the way we fly, fight and win, and by using cutting-edge technology like augmented reality, the Command Center Alpha tour is able to illustrate the high-tech nature of the Air Force.” “ As the military’s installations demon-strate, AR provides a diverse playing field for engagement – one that is evolving beyond digital marketing at a rapid pace,”

4 3 H U M M E R — D E C E M B E R 2 0 1 0

Taking their recruiting e�orts to a new level via two distinct experimental marketing initiatives, the U.S. Army and the U.S. Air Force have embraced augmented reality, deployed by Total Immersion (www.t-immersion.com), the global leader in AR – solutions that educate and motivate as they engage. The Army campaign was created by

Momentum Worldwide’s Chicago-based team and TimeZoneOne, also of Chicago, while GSD&M Idea City of Austin, Texas developed the Air Force campaign. The U.S. Army’s “Race for Strength Challenge” pits a fully tricked out, Army-sponsored NASCAR vehicle – Ryan Newman’s #39 Army Chevrolet Impala — against the Army’s high-tech fleet, placing potential recruits into the action, via the Web (www.goarmy.com/raceforstrength) and through kiosks installed at select NASCAR events. At the kiosks and online, players can race against MRAP and Stryker armored vehicles, through various (sometimes treacherous) environments. Players control vehicles by means of a

card or printout featuring a tracked image and a steering wheel. The game is featured in the billboard promo loop on the goarmy.com homepage.This racing game is an extension of the U.S. Army’s continuing e�ort to showcase its high-tech skills training and the various options and career opportunities it o�ers. “Army - Race for Strength,” the newest element in the interactive, participatory Strength in Action Zone exhibit at major NASCAR and NHRA races, made its debut simultaneously in four locations: at Daytona International Speedway in Daytona Beach, Fla., during Speed Week preceding NASCAR’s Daytona 500; at Auto Club Raceway in

Pomona, Calif., as part of festivities surround-ing the NHRA’s Kragen O’Reilly Winternation-als; at McCormick Place at the Chicago International Automobile Show; and online. At the same time, the U.S. Air Force has kicked o� “Command Center Alpha,” its newest mobile marketing tour. Command Center Alpha is an AR mobile tour experience that immerses visitors in the “sci-fi” world of the Air Force. The interactive tour includes 3-D computer graphics, videos, educational kiosks, digital downloads and a full-size F-16 Thunderbird display. Visitors use handheld devices, which rely on natural image tracking, enabling them to experience augmented

reality in the form of 3-D animations video. The mobile marketing tour is an extension of the Air Force’s sci-fi advertising campaign, which showcases technology that was once regarded as science fiction, but that the Air Force is actually deploying today. Against that backdrop, Command Center Alpha highlights the variety of job opportuni-ties the Air Force o�ers. The mobile tour got under way at the Suwannee River Jam in Live Oak, Fla. on April 21, and will include stops at major events and venues through summer. “As many young Americans are not aware of the wide variety of opportunities available to them in the U.S. Army, we found

“The common thread linking these scenarios is the intersection of real and non-real elements...”that through an augmented reality experi-ence, we could give them a true taste of the elite technology and training used to develop the Army Strong Soldier and help our client, the U.S. Army, really resonate,” said Chris Weil, Chairman and CEO of Momentum Worldwide. “In our search for the best vendor, we landed on Total Immersion without one single reservation and they have delivered the very best, and simply the coolest live mobile tour experience for our client and the visitors to our interactive video games will love it.” “We are excited to be using this new

form of technology to inspire and educate the American public about the United States Air Force,” said Col. Michael Tillema, Air Force Recruiting Service’s Strategic Marketing and Communications Division chief. “Technology changes the way we fly, fight and win, and by using cutting-edge technology like augmented reality, the Command Center Alpha tour is able to illustrate the high-tech nature of the Air Force.” “ As the military’s installations demon-strate, AR provides a diverse playing field for engagement – one that is evolving beyond digital marketing at a rapid pace,”

“They’ve figure out how to per-suade the youth into joining their causes. Video games, TV ads, promises of a better life, but tend to ruin them.”

2.0TRON DAFT PUNKINTERVIEW WITH

THEY SCORED THE FILM, THE’VE SEEN THE REVIVAL, BUT IS THIS MEDIA FRENZY, FARCE OR FAIR?

61 H U M M E R — D E C E M B E R 2 0 1 0

2.0TRON DAFT PUNKINTERVIEW WITH

THEY SCORED THE FILM, THE’VE SEEN THE REVIVAL, BUT IS THIS MEDIA FRENZY, FARCE OR FAIR?

61 H U M M E R — D E C E M B E R 2 0 1 0

TRON

HUMMER Magazine: How long has this film been inside your heads?

Daft Punk: It was actually quite spontaneous. The film is full of images we had in our heads that we wanted to bring to life in a very spontaneous way – almost like Jackson Pollock; you throw stuff and see what happens. HUMMER: So it's not part of a larger whole?

Daft Punk: It's not really a cerebral and intellectual project that we thought about for a long time; it was a more gutsy, visual statement that we wanted to do and did. HUMMER: So that's not you under there, even with Hedi Slimane's black leather Daft Punk jackets?

Daft Punk: They are more of an example or meta-phor. I mean they can represent us; I think we've always worked with ourselves almost as if we're guinea pigs in a experiment. With Electroma that's secondary.

HUMMER: There's also the fact there's no dialogue in the film.

Daft Punk: That's true, I think that it's about the idea of wanting to work with cinematic language without any dialogue. We really noticed the power of that when we were working on Interstella 5555. At Cannes, there were people from every country in the world, and with no dialogue and no subtitles, there was this sense that everyone was in this fantasy together. I did a degree in linguistics at the University, and it's really interesting for me to see what happens without words. HUMMER: It's like when they use classical music in outer space.

Daft Punk: If you express things without using dialogue, you can make people even more connected. You can sit next to a Japanese guy and it will be the common denominator. It's also this idea of science fiction and Planet Of The Apes retrofuturism, we wanted people not to know. You have this idea of a lost civilisation where humanity isn't there anymore. The idea for humanity and...

Interview Continued pg 34

A suburb populated solely by robots, pristine white rooms lined with glowing buttons, a soft-focus voyage along a naked woman's body? It can only mean one thing: Daft Punk's sci-fi opus is now a reality. By means of an electronic wire con-necting London and Paris, Dazed established an audio connection to Thomas Ban-galter, and talked leather jackets, black Ferraris and self-destruction.

E M M A WATSON

W h o k n e w s h e w o u l d g r o w u p s o w e l l ?

E M M A WATSON

W h o k n e w s h e w o u l d g r o w u p s o w e l l ?7 7 H U M M E R — D E C E M B E R 2 0 1 0

Is it too late to

enroll at Brown?

Emma Watson may have dyed her hair, tried on

some new make-up and taken a few dancing

lessons ever since her book worm days at

Hogwarts, but this vouge little hottie still has the

right mind (and money) to do exactly what many

females her age dreamto do, go to college.

7 8 H U M M E R — D E C E M B E R 2 0 1 0

there were two little girls living in England. Both were kind, full of energy, and eager to please, and had a charming habit of telling people what to do. One was named Hermione Granger, the other Emma Watson. “If I'm honest, I was her,” says Watson. “I was very keen. I was super-eager to please

and be good. And I was always kind of bossy.” At age 11, Hermione was so bright and winning that she was selected to go to Hogwarts, the famous school for magic in J. K. Rowling's Harry Potter series. At age nine, Emma was so bright and winning that she was chosen from tens of thousands of girls to

play Hermione in the first Harry Potter movie, Harry Potter and the Sorcerer's Stone. Ten years—and a $5.4 billion movie franchise—later, Watson was in 2009 the highest-paid actress in Hollywood and has found herself in a place even stranger than anything Rowling could have dreamed up: Cont. on pg 81

she recalls thinking at first, during freshman week. “I was like, I must be mad. Why am I doing this?” And what was with all the party-hearty stuff? She nervously attended her first frat party, hoping she might get into the swing of things. “I felt like I'd walked into an American teen movie. I picked up the red cups. I was like, Wow, they really do drink from these.” Then she

started meeting people: a roommate who had no interest in Harry Potter (phew!), some really friendly rower guys, and eventually one Rafael Cebrián, who's a rock musician and actor in his native Spain and has reportedly become her boyfriend.

After shopping classes, she settled on European women's history, Ovid's Metamorphoses, and acting. “I think actually I'm

the worst person in the class,” says Watson cheerily. After a youth spent as a superstar, Watson has finally found out what it feels like to be a normal, liberated girl—and she's never been happier. “I was scared before I came to Brown-that I wasn't going to be allowed to have both [a career and a normal life]. People would think that I didn't deserve to have both. [I was afraid they'd think], You're famous.

You're given free hand-bags. Why should you deserve to be normal?”

And in case they hadn't noticed, she's also the gorgeous new face of Burberry. As its creative director, Christopher Bailey, puts it, “She's the only girl I know who gets two completely different reactions from people: ‘Aw’ and ‘Whoa!’?”

Once upon a time...

T h e h i g h e s t p a i d a c t r e s s i n H o l l y w o o d d e c i d e s t o d r o p h e r m o v i e c a r e e r f o r a c o l l e g e l i f e .



















8 8 H U M M E R — D E C E M B E R 2 0 1 0

“ I w a s s c a r e d b e f o r e I c a m e t o B r o w n , t h a t I w a s n ' t g o i n g t o b e a l l o w e d t o h a v e b o t h a c a r e e r a n d a n o r m a l l i f e . . . ”










8 8 H U M M E R — D E C E M B E R 2 0 1 0

“ I w a s s c a r e d b e f o r e I c a m e t o B r o w n , t h a t I w a s n ' t g o i n g t o b e a l l o w e d t o h a v e b o t h a c a r e e r a n d a n o r m a l l i f e . . . ”

8 8 H U M M E R — D E C E M B E R 2 0 1 0










Cont. from pg 79

“It was just awful,”

6 4 H U M M E R — D E C E M B E R 2 0 1 0

The fashion world’s `it girl´ Bar Rafili doesn’t mind showing off her talents for the cameras. She told HUMMER that if it weren’t for all the beer and pizza that she eats, she wouldn’t have that chizzled body to flaunt...(Woah! Sounds like she’s got more going for her than we initially thought!)

BAR NONE.

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