Posts tagged #honda

The Story Is The Only Seed You Get To Give

I've preached storytelling for years. I've worked for firms that specialize in nothing but world-class storytelling. But what advertisers continue to forget is the power that comes from it. Watch TV for an hour. Of all the commercials you were berated with what compelled you to write down (or if your like a lot of us) or type in the URL? What made you laugh? What made you say "@*$&%, that ad is annoying!" and what made you talk beyond the seed that was given to you?

BMW Films, The NoLaf Institute (pure unrecognized brilliance), HBO Image and no surprise to me Honda's "Power of Dreams" campaign. Budding young mind and crotchety old bastards alike take the 10 minutes and digest the following clip:

  • What do you remember?
  • Would you be compelled to watch another one?
  • Did it extend, enrich and grow the brand?
  • What is completely self-serving?
  • Would you talk, share or extend the brand?
  • As a consumer did it make you trust the brand?
  • Did it make the brand more or less elite?
  • Besides the fact that you wish you had this budget for your current clients, did it compel you to engage in the social media extensions?
  • Will it effect change in you external to its messaging?

If your not asking half of the list during the concept stage than your probably want to kill your creative director, throw a chair through a window and join a pack of wolves to kill something.

Addendum:

It's rare I add onto a post but I just found this amazing little story from the Pereira & O'Dell, Sharethrough Agency for Lego and the launch of their new website http://legoclick.com/

BRAVO!

Posted on January 21, 2010 and filed under Advertising, Process, Social Media.

The Cog Lives To Sell Another Day

Many of you will remember Honda's "The Cog" seen below. The relative importance of this ad was it was more art than greed-hungry brutal sales. I'm a fan kinetic art and love its dance between form, function and meaning. What I really love about Honda's portrayal of their product in this spot is the nod to the elements that make up a vehicle. It takes with it a kinetic journey of part, weight, inertia and the fun of the board game Mousetrap. It might go without saying that the campaign was nothing short of a viral atom-bomb on the web and it's still recognized today – at least by me.

"There are no more great ideas, just the reinturpretation of them." I don't really know how much I believe in this statement but it does bring about a good point that great ideas, typically – stay great. So it appears that the new Chrome advertising took a page from The Cog, some kinetic art and some trickery from the surrealist movement and applied delicately their messaging for the future.

Posted on December 11, 2009 and filed under Advertising, Art, Design.