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Not all TV commercials are designed to hard-sell a product. The purpose of Honda’s new two-minute, stop-motion “Paper” ad, which debuted during an NFL telecast on CBS on Sunday, is simply to reinforce brand identity by tracing Honda’s history. In just five days, it has notched nearly three million views on YouTube.
If you haven’t seen it yet, here it is:
It took months of work as “thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda’s history and range of mobility products,” Honda said in unveling the spot.
“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,” said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co. “This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda’s innovative nature and respect for personal achievement and contributions.”
A 60-second version of the spot will air throughout October on numerous U.S. television networks.
Quite clever, isn’t it?
Honda has also released a “Making of Paper” video:
– Bud Wilkinson
