I love Honda’s “Paper” commercial. I remember the first time I saw it I literally had to stop what I was doing to watch it. It is what Sullivan would call “visually powerful”. In fact, he says, “Let your TV concept by so visually powerful that a viewer would get it with the sound turned off” (Sullivan, 2012, p. 202). I love the sounds in the commercial (revving engines, screeching wheels, roaring airliner), but I would totally get this commercial without it.
Honda has been very successful with its commercials that focus on its brand personality: innovation. A Rube Goldberg was created solely from Honda parts to showcase their Honda Accord in a 2003 commercial titled “Cog”. A 2013 commercial, “Hands”, focuses on a Honda engineer who says, “Let’s see what curiosity can do”. Objects in his hands morph in ways that demonstrate how Honda has innovated over the past 7 decades. Both commercials are stunning. What better way to showcase your innovative brand than to be innovative in the communication of it!
Honda Paper. (2015, September 20). Honda Paper. [Online Video]. Retrieved from: https://www.youtube.com/watch?v=fLCEd8xk1BE
Honda Suisse. (2013, October 9). Honda- The Cog. [Online Video]. Retrieved from https://www.youtube.com/watch?v=Z57kGB-mI54
Sullivan, L. (2012). Hey whipple squeeze this!: A classic guide to creating great ads. Hoboken, NJ: Wiley.
The One Club for Creativity. (2013, December 18). Honda “Hands”. [Online Video]. Retrieved from https://www.youtube.com/watch?v=5wEjV2ekSwE.