Honda Accord advert
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07 April 2003, 11:33 AM
#12
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Here's the speil from Honda about it.......
HONDA LAUNCHES STYLISH NEW ACCORD BY TAKING CAR TO PIECES
Honda hits Britain's TV screens for a full two minutes at the start of next weekend's (6 April) Brazilian Grand Prix with a totally new style of engineering ad to launch the new Accord.
The first commercial break after the start of the race will be completely taken over by the ad which is the part of a £6 million marketing campaign to launch the Accord saloon and Tourer range.
Called "Cog", the advert uses 85 parts of the new Accord car to showcase the superb engineering quality in a way viewers will find engaging and fun. Various components of the car are used to construct a beautifully complex domino effect – a giant game of cog nudging cog, walking windscreen wipers and rotating panes of glass.
The endline, delivered by Garrison Keiler, is simply "Isn’t it nice when things just work?".
The execution continues Honda’s recent philosophy of producing car ads which don’t look like car ads. This approach – driven by ad agency Wieden & Kennedy – has been shown to cut through the ‘wallpaper’ of traditional car advertising as well as generate highly favourable responses among audiences.
The ad is the latest in a series which have run over the last 12 months since ‘OK Factory’, the execution which outlined Honda’s philosophy and attitude. The campaign has been built on Honda’s unique but little-known heritage, striving to inject joy, passion and imagination back into the car category and bringing meaning and life to Honda’s slogan 'The Power of Dreams'.
Matt Coombe, responsible for Honda UK’s advertising, explained the approach: "Our advertising aims to show the public what Honda is all about – our passion for engineering, our ability to see things differently…in an intriguing and humorous way. The advert celebrates a very Honda view of engineering, while at the same time using a beautifully precise style appropriate to the new Accord."
The new Honda Accord Saloon is available from £16,495. An estate version, the Accord Tourer, will be available from May.
HONDA LAUNCHES STYLISH NEW ACCORD BY TAKING CAR TO PIECES
Honda hits Britain's TV screens for a full two minutes at the start of next weekend's (6 April) Brazilian Grand Prix with a totally new style of engineering ad to launch the new Accord.
The first commercial break after the start of the race will be completely taken over by the ad which is the part of a £6 million marketing campaign to launch the Accord saloon and Tourer range.
Called "Cog", the advert uses 85 parts of the new Accord car to showcase the superb engineering quality in a way viewers will find engaging and fun. Various components of the car are used to construct a beautifully complex domino effect – a giant game of cog nudging cog, walking windscreen wipers and rotating panes of glass.
The endline, delivered by Garrison Keiler, is simply "Isn’t it nice when things just work?".
The execution continues Honda’s recent philosophy of producing car ads which don’t look like car ads. This approach – driven by ad agency Wieden & Kennedy – has been shown to cut through the ‘wallpaper’ of traditional car advertising as well as generate highly favourable responses among audiences.
The ad is the latest in a series which have run over the last 12 months since ‘OK Factory’, the execution which outlined Honda’s philosophy and attitude. The campaign has been built on Honda’s unique but little-known heritage, striving to inject joy, passion and imagination back into the car category and bringing meaning and life to Honda’s slogan 'The Power of Dreams'.
Matt Coombe, responsible for Honda UK’s advertising, explained the approach: "Our advertising aims to show the public what Honda is all about – our passion for engineering, our ability to see things differently…in an intriguing and humorous way. The advert celebrates a very Honda view of engineering, while at the same time using a beautifully precise style appropriate to the new Accord."
The new Honda Accord Saloon is available from £16,495. An estate version, the Accord Tourer, will be available from May.
07 April 2003, 02:01 PM
#13
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The ad is based on an original piece of video art from years ago (maybe 20?) that I have on tape at home. That involved things catching fire and balloons popping etc. IIRC. It was also circular, in that the last action was the same as the first, implying perpetual motion, a feature that Honda ignored.
Saw the Honda ad but not sure if the original idea was attributed?
Saw the Honda ad but not sure if the original idea was attributed?
17 April 2003, 12:17 PM
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taken from auto-express:
it's one of the most striking TV advertisements for years, and the voiceover says: "Isn't it nice when things just work?" But the amazing truth is that, for Honda's clever new Accord Tourer commercial, it didn't work. At least, not on that many of the whopping 600 times the film crew shot it.
And that's the other unbelievable thing about this two-minute clip - all those rolling cogs, shuffling windscreen wipers and balancing car components did actually move as they do on screen. There's virtually no computer trickery!
The work that's gone into creating the ad, called simply 'Cog', is staggering. A team of eight people spent six months testing all the individual movements - similar to the children's board game Mousetrap. But despite such careful preparation, the sequence went according to plan only 60 out of the 600 times it was tried in front of the cameras. The £750,000 promotion is part of a five-year campaign dreamed up by London-based creative agency Weiden and Kennedy, which also developed last year's Civic advert in which children built the car out of toys.
Honda's communications manager Matt Coombe said: "We wanted to do something different, not simply a car going down the road. Our rivals have more money to spend on advertising than we do, so we had to make the best use of the cash we had." He told us bosses wanted 'Cog' to show Honda's hi-tech engineering in an emotional and friendly way, rather than the clinical style of German firms such as BMW and Audi.
And that's the other unbelievable thing about this two-minute clip - all those rolling cogs, shuffling windscreen wipers and balancing car components did actually move as they do on screen. There's virtually no computer trickery!
The work that's gone into creating the ad, called simply 'Cog', is staggering. A team of eight people spent six months testing all the individual movements - similar to the children's board game Mousetrap. But despite such careful preparation, the sequence went according to plan only 60 out of the 600 times it was tried in front of the cameras. The £750,000 promotion is part of a five-year campaign dreamed up by London-based creative agency Weiden and Kennedy, which also developed last year's Civic advert in which children built the car out of toys.
Honda's communications manager Matt Coombe said: "We wanted to do something different, not simply a car going down the road. Our rivals have more money to spend on advertising than we do, so we had to make the best use of the cash we had." He told us bosses wanted 'Cog' to show Honda's hi-tech engineering in an emotional and friendly way, rather than the clinical style of German firms such as BMW and Audi.
17 April 2003, 05:02 PM
#21
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At one point three tyres, amazingly, roll uphill. They do so because inside they have been weighted with bolts and screws which have been positioned with fingertip care so that the slightest kiss of kinetic energy pushes them over, onward and, yes, upward. During the pre-shoot set-ups, film assistants had to tiptoe round the set so as not to disturb the feather-sensitive superstructure of the arranged metalwork. The slightest tremor of an ill-judged hand could have undone hours of work.
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