In recent GMC Hummer EV advertisements, the music isn’t just background noise—it’s a driving force that lends power, urgency, and cinematic flair. But who is the vocalist behind the electrifying soundtrack? Let’s dive into the story behind the song, the artist, its history, and why it perfectly matches the “all-electric supertruck” narrative.
The GMC Hummer EV commercial features a modern cover of Led Zeppelin’s classic “Immigrant Song”—a track originally released in 1970 and famous for its iconic riff and powerful chorus.
Rather than using Robert Plant’s original vocals or Jimmy Page’s aggressive guitar tone, GMC’s ad opts for a dramatic, brooding reimagining with electronic flourishes and impassioned female vocals. The updated version enhances the sense of futuristic intensity and vehicle power.
The haunting female vocals in the ad are performed by Karen O, lead singer of the Yeah Yeah Yeahs. Her voice lends a fierce, commanding edge to this reinterpretation.
The musical production was handled by Trent Reznor and Atticus Ross, the acclaimed duo from Nine Inch Nails, who bring their signature electronic-industrial style to the arrangement.
This cover was originally featured in David Fincher’s 2011 film The Girl with the Dragon Tattoo, and GMC later adopted it to underline the Hummer EV’s futuristic and revolutionary brand positioning.
Raw power meets modern edge: The original “Immigrant Song” is known for its ferocity. Karen O’s version amplifies it with electronics and mood, matching the EV’s high-tech persona.
Epic build-up: The trailer-style commercial uses rising tension culminating in the truck’s reveal—mirroring the song’s progression and dramatic impact.
“Revolutionary” tone: GMC positions the EV as a radical departure. Using a cover with cinematic roots aligns with that message of reinvention.
Alongside the song, the commercials feature narration by LeBron James, who lends voice to GMC’s messaging. Meanwhile, the familiar branded voice understood by GMC audiences belongs to Will Arnett, featured in other GMC campaigns—but it’s LeBron James narrating the Hummer EV spots.
This video clip showcases the aggressive and cinematic tone of the commercial, perfectly timed with Karen O’s cover of “Immigrant Song” as the truck emerges dramatically across various terrains.
The GMC “Revolutionary Arrival” campaign, featuring this version of “Immigrant Song,” debuted in 2020 and was heavily promoted during major events like the MLB World Series and NCAA Final Four. It ran through much of 2021 as GMC introduced the Hummer EV lineup.
Fans and music critics praised the commercial’s use of the cover:
“The electronic intro and haunting female vocals give the song a new dimension”—quoted in reports highlighting how effectively the music enhances the vehicle’s reveal.
On Reddit and forums, users described it as “one of the best uses of a rock anthem in a car commercial in years.”
Later GMC spots, like the “King of CrabWalk” ad featuring LeBron James and a sea of crabs, use Missy Elliott’s “Get Ur Freak On”, aligning with the ad’s fun, upbeat visual tone. And the 2024–2025 “The Time Has Come” spot uses a track by The Chemical Brothers, fitting the high-tech, modern image of the EV.
Music in auto ads serves multiple functions:
It sets emotional tone (power, suspense, luxury, fun).
It reinforces branding: classic covers signal heritage + modern innovation.
It connects emotionally—“Immigrant Song” has instant recognition, remixed through a fresh lens to convey resurgence and transformation.
Using Karen O’s version balances nostalgia (Led Zeppelin) and modern sensibility (electronic reimagining), supporting GMC’s EV messaging.
To recap:
The GMC Hummer EV advertisement features a cover of Led Zeppelin’s “Immigrant Song”.
The vocals are by Karen O, of the Yeah Yeah Yeahs.
The production is by Trent Reznor and Atticus Ross.
Narration in the spot is by LeBron James; GMC’s classic voice-over branding is by Will Arnett, though not in this particular spot.
GMC’s choice to use Karen O’s rendition of “Immigrant Song” demonstrates thoughtful alignment between music and product narrative: raw power, cinematic energy, and cutting-edge reinvention. It goes beyond a mere soundtrack—it becomes an anthem for a “quiet revolution.” Fans may not remember the truck model, but they remember the song and the moment.
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