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In line with its latest marketing strategy, the carmaker has launched an advertisement aimed at showcasing Honda’s long-standing history and dedication to innovation
As part of a wider branding push to further dominate the global automotive market, Honda, has rolled out a brand new television commercial titled, Paper, a two-minute spot using stop motion animation, which premiered during CBS’s Sunday NFL over the weekend.
A compilation of thousands of hand-drawn and –coloured illustrations by several artists to depict an intricate paper-flipping journey, it reflects the carmaker’s history and mobility offerings, engines included. Applying an unconventional approach and shot in-camera, the production opens with sepia-like paper and progresses to the modern graph variety.
The execution is set to run via network TV placements scheduled on popular programmes such Rosewood, Blue Bloods, and Minority Report as well as ESPN’s Saturday College Football. Meanwhile, a 60-second version will air throughout October on NBC, CBS, Fox, and ABC. In addition to TV, digital placements will launch across Facebook and YouTube.
Paper was produced by Academy Award nominated, PES, using inventive camera tricks for perspective and dimension throughout. It opens with founder Soichiro Honda’s use of a radio generator to power his wife’s bicycle. The story continues with Honda’s development of motorcycles before segueing to outboard motors followed by the first CVCC vehicle.
Basically, the viewer is led through a series of past models such as multiple generations of the Civic and Accord as well as the 2016 Pilot, F1 and Indy racing highlights, and the development of robotics, jets, and numerous innovations in between. The commercial concludes with the tagline: “You never know where a dream will lead you.”
At the end, viewers will be prompted to explore an interactive version highlighting each product shown. Clicking on one will trigger a pop-up, allowing users to see the real product and explore further. Finally, Paper is also supported via the brand’s social channels featuring Twitter trivia and teaser clips across Instagram and Vine.
“The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way. The commercial stands for the courage and conviction to imagine and make dreams a reality, said Tom Peyton, Assistant Vice President of Marketing of American Honda Motor Co.
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