Showing posts with label Honda Advertising. Show all posts
Showing posts with label Honda Advertising. Show all posts
Putty Puddy From Seinfeld Pitching Honda Outtakes Most Hilarious Commercial Ever
This gets so much funnier once we realize that he's parodying the eharmony cat lady below....
Honda replaces Mr. Opportunity with 'Seinfeld' actor
Mr. Opportunity should stop knocking. Honda’s found a new (and human) spokesman.
The animated character was known for his appearances in the automaker’s commercials for clearance events –- and for irritating legions of consumers with his blandness.
The “I Hate Mr. Opportunity!” Facebook page is filled with distaste for his “carefully ironed khaki trousers” and his similarity to “your high school geometry teacher.” The group’s description says: “Every time his commercials air, his personality grates on us, like the proverbial pebble in our collective shoe.”
Last year, one of Mr. Opportunity’s ads was voted the third worst in the country by visitors to the Consumerist blog, behind spots from Staples and Quiznos.
But lately, those viewers have noticed Mr. Opportunity’s absence from television screens and radio waves. Former "Seinfeld" actor Patrick Warburton is in his place on-air, calling himself an "all-out-multimedia-Honda-knowledge-dropping-tour-de-force.”
Warburton even takes a shot at Mr. Opportunity: “This year, they sent a man in to do a cartoon man’s job.”
The character’s demise stems from the ripple effect of the Japanese earthquake earlier this year on the supply chain and summer promotional campaigns, according to Honda’s ad agency RPA, via the Consumerist. Still, both RPA and Honda say Mr. Opportunity may not be gone for good.
Source
In Canada, Honda Civics Come in Giant Boxes of Fake Cereal
By Gabriel BeltroneIn a salute to the flimsy plastic cars that come shrink-wrapped in breakfast cereal, the Vancouver arm of digital agency Dare assembled this gigantic box of knockoff Cheerios, then put a real Honda Civic in front of it. The conceit is a bit fantastical. It's supposed to make driving seem more fun—ostensibly like playing with a toy car—and thus help British Columbia Honda peddle the Civic model. But it's mostly a clever spectacle for rubberneckers, joining a growing genre of over-the-top auto-related ad constructions. Kind of like the insanely tall ramp Hot Wheels is building at the Indy 500 to sell toys—only more cutesy and less terrifyingly badass. In the U.S., of course, Civic campaigns are monstrous, too—though a bit hairier. Via Creative Criminals.
Source;
http://www.adweek.com/adfreak/canada-honda-civics-come-giant-boxes-fake-cereal-131936
Honda Short Film on Sunday Nov 07, 2010
TORRANCE, Calif., Oct 26, 2010 (BUSINESS WIRE) -- As part of the "DREAM THE IMPOSSIBLE" Documentary Series, Honda will debut its seventh short-film documentary, "Into the Unknown," at http://dreams.honda.com on Sunday, Nov. 7. That evening, a 90-second trailer for the new short-film documentary will air during the premiere of National Geographic Channel's "Great Migrations," an epic miniseries event that takes viewers around the world on the arduous journeys millions of animals undertake to ensure the survival of their species. Today Honda's more than 599,000 Facebook fans, as well as its YouTube channel viewers, will get a sneak peek of "Into the Unknown." "Honda's 'Power of Dreams' marketing spotlights human stories of perseverance, including our long-standing engineering commitment to develop cleaner forms of mobility," said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc. "Our corporate film series naturally aligns with the compelling 'Great Migrations'' themes of resolve and ingenuity. The inspiring content and cutting-edge caliber of 'Great Migrations' parallels the uplifting stories and cinematic quality of our 'DREAM THE IMPOSSIBLE' Documentary Series."
Directed by Ondi Timoner, the only filmmaker to twice win the Grand Jury Prize at the Sundance Film Festival, with producers @radical.media, "Into the Unknown" celebrates those who challenge the impossible and are motivated to solve problems and make a difference in society. The film features perspectives from a professional diver, a professional mountain climber, a retired NASA astronaut, Honda associates and engineers, and others who tell personal stories of exhilarating accomplishments. For example, Tatsuya Okabe, Ph.D., Honda chief engineer of brain-machine interface, describes how his research of the brain helps advance science to improve mobility for people who are physically challenged.
"Our latest 'DREAM THE IMPOSSIBLE' film explores some of Honda's most amazing R&D ventures--brain-machine interface, robotics, advanced safety technology--but at the heart of the film is the idea that society has made its greatest advances thanks to the efforts of a few pioneering explorers, inventors and thinkers who were brave enough to make the leap into the unknown," said writer and producer Todd Carey of RPA, Honda's longstanding advertising agency of record.
As a presenting sponsor, Honda worked with National Geographic Channel to develop a custom cross-platform marketing campaign specifically designed to align Honda's corporate "Power of Dreams" campaign with the spirit of "Great Migrations'" epic tale of life on the move.
The robust on- and off-air campaign will reach millions nationwide and will include significant exposure through National Geographic Channel's many brand extensions, including web and mobile, VOD, home video, licensed products, educational outreach, consumer events and more.
During the month leading up to the premiere of "Into the Unknown," Honda worked with social media agency bigMETHOD to ignite dialogue about six existing films in the "DREAM THE IMPOSSIBLE" Documentary Series. The social media program linked the documentary series' themes to original perspectives of consumers, thought leaders, and other organizations through digital communication channels. Participating contributors offered their unique insights and perspectives independent of Honda's viewpoint. The official Honda Facebook page serves as the hub for discussion (http://facebook.com/honda).
Racing Against Time Week brought together thought leaders and bloggers in the green, energy and automotive spaces. During Dreams vs. Nightmares Week, Honda partnered with ExperienceProject.com to create a custom environment and explore the impact of dreams. Kick Out the Ladder Week featured written and video contributions discussing how corporate philosophies allow for innovation and lead to success. Mobility 2088 Week will ask the Honda community to submit their thoughts on what transportation will look like in the year 2088. And, Failure: The Secret to Success Week will ask thought leaders to provide personal stories on past experiences they've had with failure that ultimately led them to success.
Launched in January 2009, the "DREAM THE IMPOSSIBLE" Documentary Series is intended to speak to both the hearts and minds of consumers by revealing stories of Honda's corporate philosophy at work through an intimate multimedia, interactive website. The campaign strategy was developed by RPA.
The campaign targets 18- to 49-year-old adults who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.
Credits
Film Chief Creative Officer: David Smith Writers: Todd Carey, Curt Johnson Agency Producer: Isadora Chesler Executive Producers: Barbara Ponce, Jon Kamen, Frank Scherma, Frank Stiefel, Justin Wilkes Production Company: @radical.media Producer: Liz Bradley, Todd Carey, Curt Johnson Director: Ondi Timoner DP/Lighting/Cameraman: Andrij Parekh Editor: Ron Patane/Outpost Digital Original Soundtrack: Q Department. Post Production: Outpost Digital Graphic Designer: Dave Dimeola Photographer: Davi Russo
Interactive Chief Creative Officer: David Smith Executive Producer, Content: Gary Paticoff Creative Director/Art: Curt Johnson Associate Creative Director/Copy: Todd Carey Senior Art Director/Art: David Mesfin Senior Copywriter: Brenna Hajek User Experience Lead: Alex Yra Technology Director: Scott Westerfield Technologist/Flash: Jeff Siegal
Source;
Honda Launches Campaign For Odyssey Minivan
by Karl Greenberg
Honda is hoping that people who have hesitated to buy a minivan because of the soccer-person stigma will think again. The company is launching a humorous campaign for the all-new 2011 Honda Odyssey that plays on the idea of minivans as a rolling epitaph for the freewheeling single life. The theme is that the vehicle's styling gives Gen X and Y owners permission to imagine the car has some street credibility. The new Odyssey is stylish enough to be cool and functional enough to be a kid wagon.
The effort includes three TV spots, one having launched in late August, running in heavy rotation on season premieres, national broadcast, cable, and sports programming. One spot that began airing during the Little League World Series (which is also sponsored by Honda) posits the Odyssey as a rock van. Another makes the minivan a symbol of automotive tranquility for a harried professional mom.
Honda launched that ad as part of its sponsorship of Disney's "Camp Rock 2: The Final Jam," a TV movie that began over Labor Day weekend. The Torrance, Calif. automaker will have co-branded sweepstakes on Disney Channel, Radio Disney, Disney Online and Disney FamilyFun, dangling the vehicle as a grand prize and featuring talent from the "Camp Rock 2" film. Odyssey is sponsoring the "My Family Rocks" Fest on Nickelodeon's ParentsConnect.com, a month-long community program spotlighting families who rock, as well as the Music Channel on NickJr.com.
The campaign, which was developed by Honda's agency of record Santa Monica-based RPA, also has a co-branded tune-in spot for ABC's "Dancing with the Stars," in which a mom in the Odyssey with her husband and kids dreams of being a dancer. Other tie-ins include a co-branded custom creative airing on NBC Primetime; an online customized vignette starring celebrity chef Cat Cora using the Odyssey at local farmers' markets tied to Disney.com's new Web series "Muppets Kitchen with Cat Cora."
The company says other vignettes will run on Nick at Nite, HGTV, Food Network and TNT. Honda is also Sponsoring "Guitar Hero Warriors of Rock" demo and sweepstakes; has placements on MSN TV's Last Night on TV, Yahoo! omg! Celebrity Moms blog and Oscars coverage on EW.com and People.com.
Honda is also doing a campaign on Web-radio channel Pandora involving six Odyssey-sponsored radio stations in either a "Me-Time," category featuring songs for grownups or "We-Time," a collection of songs in the Dan Zanes vein.
Out-of-home will include billboards in 25 key markets, in-theater placements and mall and gym advertising; Odyssey rich media will also run on the Weather Channel iPhone App and banners on a variety of mobile sites important to young parents.
Honda says Odyssey print will run in magazines like In Style, National Geographic Traveler, This Old House and Men's Health. Some unusual elements include a celebrity crossword puzzle in Us Weekly where the answers are hidden in the Odyssey ad and a program in Real Simple mirroring one of the TV spots called "Serenity"/Real Simple Tips" tied to a a relaxation package sweepstakes.
Honda is also advertising the vehicle on iVillage "Don't Miss List" and via roadblocks on Parents.com, on parent blog Dooce.com and across the BlogHer network.
For social media gamers, the all-new Odyssey will appear in in-game integration in Social City, where users build cities based on population, happiness and money. Users are rewarded when they interact with Odyssey creative.
Source;
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136674
Facebook’s ‘Car Town’ Gains Honda Ads in Games Shift
Aug. 23 (Bloomberg -- Honda Motor Corp.’s campaign for its new CR-Z car features the hybrid vehicle in some colorful roadside billboards that can’t be seen from a freeway.The ads are on display in Facebook Inc.’s virtual game “Car Town,” as Honda advertises on the social-network site for the first time today. The game, which allows users to collect and customize cars, has 3.1 million users. It was released on Facebook two weeks ago by Cie Games Inc.
Brands are turning to social networks to reach an audience with leisure time on its hands and the patience to sit through branded messages. Walt Disney Co., Electronic Arts Inc. and Google Inc. have all bought games makers in recent months to benefit from millions of users signing up to play.
“You can have 200,000 people drive past a billboard on an L.A. freeway every day, but you don’t have the same level of engagement as when people select “Car Town,’” Steve Center, Honda’s vice president for advertising, said in an interview. “Marketers and game developers will discover they are building powerful channels and that there’s enormous property for sale.”
Dove Soap and Breyers Ice Cream are running ads on “TikiFarm,” while Energizer batteries are promoted on “Family Feud.” Microsoft Corp., Cascadian Farm Organic and 7-Eleven have all marketed themselves on “Farmville,” a game with more than 62 million users that lets users try their hand at farming. A player grows and harvests crops, purchases items like shovels tractors and rakes and raises livestock.
Farmville, Mafia Wars
Global advertising in social games and applications will total $293 million next year, a 60 percent increase from 2009, according to researcher EMarketer Inc. in New York. By comparison, expenditure on television advertising was $166.9 billion in 2009, according to ZenithOptimedia.
As ads move online and marketers follow consumers to the Internet, traditional advertising in print newspapers and magazines has suffered declines. Internet ads are forecast to make up 17.1 percent of the ad market in 2012 from 12.7 percent in 2009, ZenithOptimedia Group Ltd. a London-based ad buyer owned by Publicis Groupe SA, said last month.
Zynga Inc., the top maker of Facebook games whose titles include “Farmville,” “Texas HoldEm Poker” and “Mafia Wars Game,” said it’s in talks with numerous brands about advertising.
“We believe that advertising will play a larger role at Zynga by providing brands the reach of TV, the measurability of online and the most engaging ad integrations available,” said Manny Anekal, director of brand advertising at the company.
Microsoft’s Bing
“A lot of the growth around Facebook has been because people play social games so much,” said Simon Mansell, chief executive officer of TBG Digital, a London-based digital ad agency that also sells ads on Facebook. “Users spend so much time playing that during downtime in the game they can respond to offers.”
Microsoft Corp. gave virtual currency to “Farmville” users who became fans of the Facebook page of the Bing search engine, according to Lynn Rowe Girotto, senior director for Bing marketing. Users then received status updates linking Bing search results to “Farmville.”
The result was 425,000 new fans of Bing on Facebook and 70 percent of those fans visiting Bing in the next month, she said.
“As long as it’s done well, and it’s not overly intrusive, I think it’s a good thing,” John Schappert, Electronic Arts’s chief operating officer, said in an interview. “It does offset the development cost and provide an early revenue stream for these games, for which many people don’t spend a dime on now.”
Google’s Games
Earlier this month, Google bought Jambool Inc., a provider of virtual-currency software and Slide Inc., a maker of games and apps for social sites. Walt Disney snapped up Playdom Inc., the second-biggest maker of games on Facebook, in July for $563 million. Japan’s Softbank Corp. invested 13.5 billion yen ($158 million) in Zynga and Electronic Arts in November bought games maker Playfish Inc. for $400 million.
More than just advertising in games, brands are also spending money developing social applications to attract consumers. American Family Insurance created the “IamFam” game that allows a user to build an avatar, settle into a neighborhood, outfit a house and shop at a local store.
Nestle SA’s Purina PetCare Co unit created the “Friskies Wonderland Quest II’’ game, where users find hidden food ingredients like salmon and chicken to move onto higher levels.
‘Still Too Small’
“We’re running 20-odd campaigns now on Facebook with advertisers,” said Dave Madden, a vice president for ad sales at Wild Tangent, a games company that worked with American Family Insurance and Nestle Purina. Wild Tangent also developed an in-game ad platform where brands air short commercials in return for users receiving virtual currency and items.
“These ads have to add value and they cannot take away from the game,” he said. “We’ve seen solid growth in our ads business and to say they would triple is a relatively achievable forecast.”
Not everyone is embracing in-games advertising, including some of the developers. Bigpoint GmbH, one of the world’s largest online-game providers, sees the market as “still too small for it to be interesting for us,” Chief Executive Officer Heiko Hubertz said in an interview last week.
“For now we make more money from promoting our own games than by selling ads for the games,” he said, estimating that casual players of social games on Facebook spend 10 euros a month on value-added services versus hard-core gamers who can spend 40 euros.
Vital to Marketers
With total ad spending on Facebook estimated at $1.28 billion this year, according to EMarketer, social media is vital to marketers.
Companies view social media as a core part of their online marketing spending, and not an “experiment,” said Victoria Ransom, the founder of Wildfire Interactive Inc., which has helped Nestle SA, The Gap Inc. and PepsiCo Inc. build social marketing campaigns.
“One of the ways we’re going after younger folks is to be in the places they are,” Honda’s Center said. “Young people are online; they live online and communicate online. We want to catch people where their interests lie.”
Source;
http://www.businessweek.com/news/2010-08-23/facebook-s-car-town-gains-honda-ads-in-games-shift.html
A Project by Honda: LIVE EVERY LITRE (The Honda CRZ)
What is this all about?This summer we will proudly launch the CR-Z, the first sporty hybrid car. A car designed to capture the hearts and mind of a new generation - a generation that is interested in the world around them, who are independent, inquisitive, and not afraid to have an opinion.
To celebrate the launch of the CR-Z we want to do something we’ve never done before: we want to co-create and crowd-source a multilingual documentary film. A film about the extraordinary journeys real people go on in their lives. We’re interested in those journeys we say we’ll go on, but never do; the journeys that take us somewhere new, somewhere scary, somewhere fun, somewhere different.
That could mean re-tracing the journey your ancestors made, following a band, finding a lost relative, looking for love, fame or fortune, saying hello again, saying sorry.
Why are we doing it?
We’ve started this project because we are passionate about getting the most out of life. We are interested in the big stuff, the trivial stuff, the fun stuff, the stuff the breaks your heart - the stuff that makes life worth living.
How are we doing this exactly?
Anyone interested in being in the film, can apply to take part here on this website. You will be able to tell the world about yourself and the journey you would like to take via video, just text or photos. You can canvas for support across Facebook, Twitter or wherever you want. People can view all of these journeys here too and rate and comment on their favourites. The top rated, most popular journeys will make up the cast shortlist.
We have a fantastic, award-winning director on board, who together with a team of bloggers will pick the final cast from the shortlist and away we go.
There will be many stories shared and in turn we will share everything filmed online so you can unite the stories that were most important to you in your own way.
When?
You can apply to be in the film from the 4th February until 19th March. We’ll announce the selected journeys on the 5th April and we set out on the road filming on Saturday 1st May.
Link;
http://liveeverylitre.com/
‘Avatar’ movie release to showcase Honda engine innovation
Honda UK has snapped up the advertising spot before the premiere of James Cameron’s new movie, ‘Avatar’, to promote its latest work.The new 60-inch film, created by Wieden + Kennedy London, aims to showcase the breadth of Honda’s engineering experience; from ATVs, to marine engines, motorcycles, and the humanoid robot, ASIMO.
‘Everything’ attempts to highlight how Honda has distilled that varied knowledge and expertise into the cars it makes today – with the focus on the popular British-built Civic model.
Created by Chris Groom and Sam Heath, ‘Everything’ will debut on UK TV on 18 January, running for a period of six weeks. The film will also play out during screenings of Avatar for six weeks from Thursday, 17 December, 2009.
The film was shot over five days; on a high security Spanish test track, on water, and in Honda’s UK training facility – the Honda Institute. There are 972 edits over 17 video layers – making each section essentially an edit in itself.
The soundtrack is ‘Atlas’, by The Battles, which has been rearranged to fit to the picture and reflect the style of editing used for the advert. The sound designer, BAFTA award-wining Martin Hernandez has worked on films including Babel, Pan’s Labyrinth and 21 Grams.
“Decades of engineering innovation make Honda what it is today. As a result we are able to apply our know-how to constantly evolve the huge range of products we sell today and might sell in the future,” said Manager of Customer Communications at Honda (UK), Ian Armstrong.
“Every product with a Honda badge carries that engineering DNA – not least the hugely popular British-built Civic.”
Source (with the commercial);
http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16390&Title=%E2%80%98Avatar%E2%80%99_movie_release_to_showcase_Honda_engine_innovation
Honda taps Ultraman and family for new series of commercials
Ultraman -- a longtime favorite superhero -- and his family are stumping for Honda's latest stepwagon family van in a new series of TV commercials.The new van, which is being marketed as a car to make the whole family happy, was designed around a low floor and boasts a third row of seats that can be folded down flush with the floor, copious amounts of interior space and a gas-sipping 2.0-liter engine.
Ultraman and family were chosen as representative of "Japan's best families."
Now, if I could make a suggestion to Honda's North American Hero....
Source;http://mdn.mainichi.jp/mdnnews/business/news/20091019p2a00m0na007000c.html
Award for Honda 'back to work' ads
Honda's upbeat press ads to celebrate staff's return to work as its Swindon factory re-opened has won an award for best national newspaper campaign of last month.The campaign featured poems in praise of workers at the plant, which closed for four months earlier this year because of the slump in car sales, against a background of images evoking factory life such as bacon, a cup of tea and an iron.
Honda's ad featuring the bacon rasher has been named best national press ad for June in the Awards for National Newspaper Advertising.
All five ads in the campaign, by agency Wieden & Kennedy London, have been nominated for the national ad of the year of awards to be held in January.
Darren Bailes, the creative director at ad agency VCCP and an awards judge, said the Honda campaign effectively operated as "news in the form of advertising".
The temporary closure of Honda's factory saw 1,300 workers take voluntary redundancy and the remaining 3,400 agree a 3% pay cut for 10 months. Employees said they were pleased to return to work at the plant.
"The reopening could have been swept under the carpet all too easily, the shutdown being seen as a real blow to the pride of the brand," said Bailes. "This recession is something we are all in together, the workers and the manufacturers are all in the same boat."
Source;
http://www.guardian.co.uk/media/2009/jul/31/honda-back-work-campaign#
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