New Honda Ad
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http://www.youtube.com/watch?v=VnwsAr8eBQA&feature=player_embedded
(Thanks, L.)
I think it’s distinctive and memorable, but Garrison sounds like he’s at the wrong end of three pints and a spliff.
The other thing is that at the end YouTube offers you the chance to view Cog, Impossible Dream and Grrr, reminding you how much better they were.
I suspect the dead hand of STRATEGY made this a little more generic than it might have been, and that stops it being great.
UPDATE: and please can we end the digiwank, for this is the digiest wankiest of them all (thanks, R).
You’d still put it on your reel though?
Nice ad to start the year with.
Oh yeah: have it on the reel.
It’s just got a tough ancestry to live up to, so I can’t help judging it in the context of what has gone before.
A 5/10 Cillit Bang ad is genius. An 8/10 Honda ad is perhaps a tiny bit disappointing, even if I’d have been happy to have done it.
It’s boring. And predictable. And worst of all it’s derivative.
It’s all very clever being the first tv ad that links with an app, but how many of the target audience (those that will actually be buying the car) really want to grab some stupid characters off the screen.
yes jaz. just like cog and balls. but you still had a wank over it.
It make me feel warm inside.
I like it. It’s very pretty. Sometimes, for me, that’s enough.
The whole TV ad that links to the app is a load of marketing gumpf to grab headlines and make W+K look like they ‘get’ digital.
You would never be able to just ‘see’ the ad, fire up the app and start waving it around in time – it just doesn’t work. The ‘App’ itself is a total joke. You click on a dog and watch it spin – whoop-e-doo. A total expensive joke.
A classic failure from a team who just don’t get how ‘interaction’ actually works.
This work is clearly a reposition job – Honda must have realised they’ve exhausted flogging ‘the last car you’ll ever need’ to their pensioner market so they are bringing it to families – The ad smacks of the lloyds TSB ‘For The Journey’.
Looks pretty though.
poetic version of a manifesto ad, no?
Yes.
Don’t know why they didn’t just get Garrison Keller reading ‘Oh the places you’ll go’ by Dr Zuess but what the fuck, as you quite rightly said it’s a million miles better than any other car ad out there, even if it is a little flat. As someone who has worked on cars I take my hat off to anyone who can persuade a client to make an ad that doesn’t feature the car all the way through. Anyone slagging this off has almost definitely never had to deal with that. For proof see the latest VW, BMW, Ford etc etc
i like.
and on an aside, could i please borrow quid pro quo, clarice for my next blog post. please?
nb. yupe this is a borderline juvenile comment no doubt. but because the use was so recent, thought i might be better off asking.
Borrow this:
http://www.youtube.com/watch?v=c3JNvbf9FwY
Believe it or not Nobby most customers would like to see the car if they are going to buy it. Instead of t just being slapped on the end of an ad.
@Nobby – do you think other car manufacturers will follow suit? i.e. Honda takes the lead and the rest will now follow? And would that be a good or bad thing? i.e. more ads that look beautiful but little mention of the product?
oh yeah i have been in love with him ever since i saw that scene… many many years back.. just didn’t know where to use it. you have been my guiding light. 🙂
btw i finally got the book, and landmark [the book store here] says, they are out of stock. well, congratulations 🙂
Great. Hope you like it.
I thought the Jazz was aimed at grannies? Why do they want an app?
The suggestion that if an ad doesn’t feature the car all the way through then it is some kind of arty farty tangential bollocks is exactly the kind of hairy arsed car dealer thing to say. You can make a persuasive, engaging argument that is entirely based around the product without having to see the full car in all it’s sleek lined glory on the screen all the time. See Cog, Grrr, Audi Bull and Box and I can’t be arsed to list any more.
And I can’t see other car clients following suit. Not when they’re all pan-european (the W+K stuff is just for Britain isn’t it?)
Why wouldn’t grannies want an app? How ageist is that? Piss off, young ‘un.
@Nobby – Not sure if that was flung in my direction. I never suggested anything you mentioned. I like the ad, it’s fun. I was asking a question, because I did not know the answer, and I thought you may have an opinion.
–
I have no idea if it works, ie increases sales, or test drives etc. If it works could another car co follow suit? You said No. I am fine with No.
–
BTW Hairy arse sales dealers sell product. Maybe that is where the real issue is. Great to have a lovely ad that attract punters. Then the hair arsed sales ruins it all be talking about it’s features.
I find it a bit boring.
I like its nice. its interesting.
For me the product is the problem.
all this wise stuff about life ends with…..The Honda Jizz? sorry Jazz.
its only driven once a week by old ladies on their way back from coffee morning at the local c of e.
‘Salright. Does a job. Not shit. Not brilliant.
I have never, ever seen any younger than 70 years old driving a Jazz. I’ve never witnessed one being driven within 20mph of the speed limit of the road they are on.
I would dare suggest, therefor, a more appropriate piece of communication might be a long-copy coupon ad in the back of the Telegraph or Mail. With a free pot plant.
They is livin in a dreem world over in Honda.
“I think it‚Äôs distinctive and memorable, but Garrison sounds like he‚Äôs at the wrong end of three pints and a spliff.”
I agree Ben.
Although, according to Wikipedia:
“On September 7, 2009, Keillor was briefly hospitalized after suffering a minor stroke.”
Might have something to do with it…bet the booth was covered in spittle and piss…
W+K London – Best Digital Agency in UK 2010. HAHAHAHAHAHHAHAAH. Yeah, sure.
Ridiculous. Both the spot and the dumb ass app. Albeit a beautiful piece of animation. Would be great on Sesame Street without the car at the end. For all the good it’s going to do (saleswise) they might as well have taken the money and thrown it in the air over Times Square. or Piccadilly. I can stomach the spot. But the app? WTF? Has everyone gone INSANE?
How is one ever ‘on the wrong end of three pints and a spliff’?
Jim P
No it wasn’t aimed at you. Not sure who it was aimed at. I got myself all angry at the world again. Sorry if it bothered you. I think we kind of agree anyway.
The Honda Jazz, the cadillac of minivans.
Oh my giddy aunt, that app is cr-app.
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Starts off really good.
But turns into a Lloyds TSB ad.
i was gonna say it reminds me of the loyds tsb ads
Tiptoeing in here to say, no Nobby, it’s not just for the UK, it’s running across 29 markets.
Too many words. Too many forced rhymes. Boring animation. A poor cousin to Grrrr and a useless app that has no end user benefit when you remove the competition mechanic.
Hi Neil.
Thanks for stopping by.
It’s quite nice really. Saw it in the Fat Gypsy break last night. Lovely animation, other than the people who look really bland and like they’ve escaped from another crappier ad. The catching the animals thing should’ve stayed on that scrunched-up A3 page that just missed the bin.
My housemate, who is a nurse, saw this last night and rewound it to watch it again.
My sis, who has all manner of stuff on her iphone, will probably lap up this app. Also, she’s of an age where she’s just dumped the mini and will be soon moving into the minivan world of thinking.
I suspect this ad will put Honda Jazz on the googlemap. Nice one w+k.
What is annoying is that it starts as ‘this unpredictable life’ and then ends up saying you’re gonna get married and have two kids and buy a family car.
Pretty fucking predictable life.
@40
Brilliant!
@40
True dat.
I like it.
Fact is it is better than 99% of work out there.
If it’s a failure because it isn’t as good as Cog or Grrr then we may as well all give up.