With Honda Insight, less is more
October 18 2010, 12:10 pm | | 21 Comments
When asked how he created his marble miracles, Michelangelo replied, “The angel is already in there. All I have to do is set her free. It’s a less is more situation.” To Sugar, Auckland, this seemed to be the perfect metaphor for the launch of Honda’s new hatch that gives you more by using less.
21 Comments
Awful. No wonder Husy won’t put his name to it.
I thought Honda NZ didn’t do TV.
Nice ad, nicely shot.
Whisky tango foxtrot is it carved out of stone? Not sure how that ties in with any kind of messaging they are trying to get across?
– It’s bloody hard work driving an eco-car
– It’s as eco-friendly as strip mining for marble
– Honda technology is as current as a fossil
It’s not classically beautiful and it’s not going to last forever and it’s not a kitchen bench top. So why is it carved out of stone?
I just don’t get it! raaarr!
How tragic. Not cheap either by the looks.
Should have been filmed on a minimal set without the Tui girl. I would have given it a new soundtrack. The idea: it’s… ummm, trying to be positive… it’s ok.
But we shouldn’t give the ad too much shit – the bigger picture here is the fact that Honda NZ client has made a TV ad.
Which is good news for all of us should it ever go to pitch. Not that I’m saying the account is up for pitch – I’m just glad they’re spending the cash and attempting to give me a some sort of relevant reason to buy a Honda.
So, well done to Jeremy and the team for wrestling the cash from a usually dormant, unimaginative, and tight-fisted client.
The NZ advertising industry, not NZ creativity, was the winner of this particular battle.
Honda’s market share five years ago – about 8% of the car market.
Honda’s market share today – about 3% of the car market.
Clearly their awesome press strategy has worked awesomely. Word is they’re betting the house on Insight. This tv ad is the panic button being pushed.
I haven’t seen a TV ad for Honda in a long time, now I know why, it’s because they’re soooo bad and this ad sends the brand backwards at warp speed!
Business issues aside (although agreed with) … this is awful.
So where’s the insight then?
Those honda press ads about resale values with the wolf car dealer illustration were some of the worst work and strategy I think I’ve ever seen. This is an average idea, but at least it’s nicely shot.
1985 called, it wants it’s advertising back please.
I find it interesting how many of the comments on this blog sound like they could come from a difficult and overly negative clients. I assume however they come from the same people who bitch and moan when clients make these sort of comments about their own work.
Does every ad need a big idea and powerful insight or can they just look cool and be sexy?
There we go again, 12.55pm with his/her recycled comment YET AGAIN. You really need to get a life man.
Sure 2.21pm but this is neither cool nor sexy
2.21 you’re an idiot.
2.21. cool and sexy works if it sells cars. considering the demographic this is aimed at and the fact that women are key influencers when it comes to the purchasing decision, i wouldn’t think that with this car and the intended audience that cool and sexy would be the best approach.
@12.55
Last wek called, it wants it’s line back please.
Not joining the haters, but my lady friend asked what all that stuff was doing on the car. She took it that the woman was cleaning it off not carving it. I completely see that argument and the ad makes no sense. Not that it makes much sense anyway, it is forgetable but not embarassing or anything. Good to see Honda spending on telly I suppose.
Can anyone tell me what the song is behind this commercial?
yup agree with john haha,name of song please?????? been loooking for it every where