The Honda advert

12 replies [Last post]
tom hardwick
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Joined: Apr 8 1999

Honds don't deserve their Fuddy-duddy pensioner image. Go here to marvel at the art of filmmaking
http://www.honda.co.uk/civic/

Dave R Smith
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Joined: May 10 2005

The first time I saw it, I thought it was interesting.
Subsequent occasions I have found it boring and the sound irritating.

'Top gear' have done similar topics in making music out of car sounds.
They look like fun to make, but I don't think the end result is worth the effort.

In terms of branding, do you think of it as 'The Honda ad', or 'The one with a choir making car noises'.

I think the Vauxall Ad with the MPV and the kids is an example of a good ad. It is a family car, so the ad targets a family environment - and it actually shows you the MPV's features.

It isn't technically fantastic or exciting, but brings in humour which audience relate to.
It's lower budget (I imagine) enables the story to develop, rather than repeating the same ads.

So - yes I'd prefer to produce the Honda ad, but I would go with vauxhall for meeting client brief - which is presumably to sell more.

So Tom, do you drive/ride a Honda?

I personally drive a Puma and like the Steve McQueen image.:cool:

Alan Roberts
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Joined: May 3 1999

I tend to think of car adverts as being designed to make me remember them while conveying absolutely nothing about the cars. At least, that's what they seem to do for me. The only thing about them that impresses me is the money they spend on them, any company prepared to pay that much is making too much profit and doesn't need my trade :)

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branny
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Joined: Nov 6 2001

I'm more invigorated by the messenger than the message. Videos like these costa plenty, but it's still nice to see the art fer arts sake.

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Alan Roberts
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Agreed. they're a sort of showcase for practitioners. Clearly, someone must think they're worth it or they wouldn't be made.

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RichardB
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Joined: Aug 27 1999

Its called 'brand awareness'

We're now discussing Honda. All of us. Even if we're not contributing to the thread, we're reading about Honda.

Honda is in our minds.

Job done. We already know all we need to know about the car, the ad is just to remind those who are out shopping that Honda exists.

Mike Pulcinella
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Joined: Jan 30 2007

I think it's brilliant. Clever concept, well executed, beautiful images. A piece like this is supposed to whet your appetite for the car so that you want to learn more about it. I think it works on that level. The piece is a bit long but I'm sure they have shorter versions for TV.

Alan Roberts
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Richard, I disagree, we're not discussing Honda we're discussing the advert. As is very common these days, the advert tells nothing of the product, only of the name.

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Rob James
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Joined: Jun 26 2001

I like it. As a sound person by trade it never fails to grab my attention but I can take or leave the visuals. Conversely, I couldn't tell you what the track is like on the current Hyundai ad but the visuals just blow me away.

Car advertising like cigarette advertising is an art form in its own right. (Tho' not for the same reasons) RichardB is quite right, it's all about brand awareness. In general any car in a given market segment is a car that does substantially the same things as all the others. and attempting to sell it by promoting features is doomed to failure.(with a few notable exceptions)

Rob The picture is only there to keep the sound in sync

rkgibbons
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Joined: Apr 30 2003

The goal of most car-companies is to build brand-awareness and brand-trust about their company (ie: Honda) not product-awareness about their specific cars (unless they have something remarkably different or cutting-edge, ie: like the Lexus model that can parallel park itself).

In large part, consumers buy vehicles based on brand trust, not on the specifics about particular vehicles. There are a great number of people who "will only buy a Mazda or Honda", or "will never buy a Dodge".

The goal of car commercials is to get people to add their brand (ie: Honda) into your list of possible choices. This is far more important than getting people interested in the specifics about a particular car.

You can't argue that this commercial gets you thinking about Honda. And it certainly gets people linking to it on the internet.

The Ford commercial that tells us about the new suspension on the F150 pick-up truck, well, that doesn't exactly get you talking (or sending the link to your pals).

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dominicwitherow
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Joined: Apr 2 2006

Picking up on this one a bit late. I wasn't so impressed by the Honda 'car noises' advert, but was stunned by the 'impossible dream' advert, with the racing driver, starting on a motorbike and ending in a hot air balloon. That was an incredibly beautiful piece of fim making. I particularly enjoyed the St George's cross variant on the eve of England's last world cup match in the summer.

I loved the fact that it looked like real film, rather than video too. They used to have it on the website, not sure if it's still there. I'll have a look and post back a link if it is.

Dominic

harlequin
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Joined: Aug 16 2000

The newest one , the ''puzzle'' advert , is as clever , if not more so.

Gary MacKenzie

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branny
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Joined: Nov 6 2001

Right - Love it!!

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