Honda 'London' by Draft FCB
This Sunday night Honda Australia will celebrate the arrival of their all-new Jazz, with the launch of an integrated communications campaign.
The 60' & 45' commercial entitled "London", follows the all-new Jazz as she discovers the wonders of a big city for the first time.
The campaign continues on from "Village Green", which was launched late in 2005.
- Duration:
- 60
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- First Aired:
- 31-Aug-08
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- Agency:
- Draft FCB
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- Client:
- Honda
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- Creative Director:
- Scott Lambert
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Comments
It works if you want 5yr olds to buy it.
...or if you have a family and spend most of your TV time watching arb programs like this. Combined with a targeted media campaign, you might just be hitting the right people with a message that is familiar so communication is easier - which, of course does all the lovely things that you need creative and media to do....
Tis a fair point. I sincerely hope it is combined with a targeted media campaign though. Still doesn't do anything for me, especially when you compare to previous Honda campaigns. Loads of car owners have familes, but that doesn't mean they will respond to shows and styles that kids enjoy. I could be wrong. Let's wait and see.
Quite like this 1 actually... probably wouldn’t make me buy the car though... but it's better than the usually very similar and boring car ads...
Alex - I agree, my comments above would have been my rationale if i had had to run this campaign...thankfully not tho...however, I think the fact that it stands out from other car ads and perhaps aired at the right time, some Moms might remember Honda next time they're up for buying a small hatchback. More BS, i mean, rationale...
I don't mind it.
It gives London a clean and sunny look, which is quite amusing.
They should have made only the car bright and happy and left London as it normally is -dreary and dull. The message would have been stronger.
Is this about London?? or about Honda? Totally lost the focus.
Oh dear. Another piece of derivative animation. Not content with 'appropriating' the basic idea behind the diesel ad 'village green' from Bud Luckey at Pixar (look at the shorts extras on The Incredibles), they now decide to remake 'Cars'. Well done. Pity the strapline 'All New Zazz' doesn't extend to their advertising.
I agree with the above reviewer, the Honda name is a lot to live up to.
This doesn't quite do it.
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Client:
Honda
Agency:
Draft FCB
Creative director:
Scott Lambert
Producer:
Karina Wright
Comments
Emilien Anglada - 29/08/2008
????
Alex Goldberg - 01/09/2008
It works if you want 5yr olds to buy it.
Bryan Marshall - 01/09/2008
...or if you have a family and spend most of your TV time watching arb programs like this. Combined with a targeted media campaign, you might just be hitting the right people with a message that is familiar so communication is easier - which, of course does all the lovely things that you need creative and media to do....
Alex Goldberg - 01/09/2008
Tis a fair point. I sincerely hope it is combined with a targeted media campaign though. Still doesn't do anything for me, especially when you compare to previous Honda campaigns. Loads of car owners have familes, but that doesn't mean they will respond to shows and styles that kids enjoy. I could be wrong. Let's wait and see.
Ricky Harewood - 01/09/2008
Quite like this 1 actually... probably wouldn’t make me buy the car though... but it's better than the usually very similar and boring car ads...
Bryan Marshall - 01/09/2008
Alex - I agree, my comments above would have been my rationale if i had had to run this campaign...thankfully not tho...however, I think the fact that it stands out from other car ads and perhaps aired at the right time, some Moms might remember Honda next time they're up for buying a small hatchback. More BS, i mean, rationale...
Jacquie Bowser - 02/09/2008
I don't mind it. It gives London a clean and sunny look, which is quite amusing. They should have made only the car bright and happy and left London as it normally is -dreary and dull. The message would have been stronger.
Miki Breitner - 03/09/2008
Is this about London?? or about Honda? Totally lost the focus.
Julian Wakeley - 04/09/2008
Oh dear. Another piece of derivative animation. Not content with 'appropriating' the basic idea behind the diesel ad 'village green' from Bud Luckey at Pixar (look at the shorts extras on The Incredibles), they now decide to remake 'Cars'. Well done. Pity the strapline 'All New Zazz' doesn't extend to their advertising.
Pablo Fanques - 04/09/2008
I agree with the above reviewer, the Honda name is a lot to live up to. This doesn't quite do it.