The spot was created by Modernista! of Boston. "HUMMER is an amazing
brand to work with, and we can go places where other brands can only dream of going," says Lance Jensen, Modernista's co-founder and executive creative director. "Monsters" will debut during the MTV Video Music Awards on August 28 (2005) and will air subsequently on other edgy, contextually relevant programming.

...Like the super bowl. So it's a superbowl ad seen before the bowl.