Wieden & Kennedy London has created four unbranded teaser ads ahead of the launch of the new Honda Accord.
Each ad highlights a different part of the skill and preparation required to create a large sky-diving formation.
The teasers do not reveal what company is behind the ads. The only lead is a link to the website www.difficultisworthdoing.com.
The address takes you to a blog about the behind the scenes making of the Honda ad.
Comments
On their own, these rates a solid "meh". And I'm not sure I could be arsed to go to the website unless I was into skydiving. I hope they sell a lot of cars to pay for this. 'Cog" it ain't.
Hmm. It's one of those I wish I'd liked it moments. But this one passes me by in a blur of parachutes.
The blogging dream team give it a thumbs down. Bleak times ahead for W&K :-(
Phil, you wouldn't be taking the p*ss would you?
I spent the time going to the web site for this. It doesn't give much away, just enough to figure out that the final commercial will be a skydiving extravaganza. I really hope it's brilliant.
I think you're missing the point.
Compare this campaign to that godawful Subaru ad and we're looking at a whole different league. Not only do they not show the car - they don't even mention the brand! Now that is seriously brave, and makes me like the brand even more.
If W&K hadn't done this you would have liked it.
Hollie:
First off, this is a teaser, no the full-on commercial. If a client buys into a teaser, it is by necessity unbranded. The final work will be branded, just like the Subaru ad.
Second the Subaru ad works in so many ways: it's funny (to the target audience), it subverts stereotypes, it has great music and you get to see the best bits of the car (which is great from the client's point of view). Plus, the sumo guys make the car look smaller, which is of growing importance to an American audience concerned with petrol (sorry, 'gas') consumption. It's creative that really hits the brief.
Thirdly, I have nothing against W&K. In fact, they're one of my favorite agencies. I'll admit to thinking that the Honda work has gone off the boil since 'grr', but that's just my opinion.
Fourth, I really like DDB, too. But I don't work there.
Woah man, chill out. It's just advertising.
But thanks for the lesson on what a teaser is.
Will people stop jumping out of perfectly good aircraft. For frak sake. Other than that okay, but really if the camera could snap his neck get something smaller. That's my top tip for the day.
My favourite adverts ever are for Honda by W&K - this is really disappointing.
I'm perfectly calm Hollie. Thanks for your concern.
snickers are changing back to marathons and you guys have the time to be on here...get your house in order.
Subaru rocks!!...these don't.
Hi all - good thread. Hayter I see your point, and I love the Subaru ad - it's great work. And Hollie it doesn't matter who the agency is that produces any ad. If it's good it's good.
But this work for Honda (and yes I know it's a teaser Mr. H.) is dull, inane tripe. I saw it on TV the other day and it was white noise I'm afraid.
Well, I am gonna put it out there, if you dont like it, throw it right back.
As far as teasers go....I like it. I think the whole concept is harnessed by the final tag line/web address, and look....its getting people talking. The fact the brand isnt even revealed provides a genuine reason to utilise the provided web address. W+Ks work is sublime, this isnt up there with some of their better Honda ads, but at least the ideas have changed with each new ad.
I think that these teasers will automatically become poor if the final ad isnt that great. If the final ad is this wonderous sky diving bonanza, all in all I think its a great piece of advertising.
What do I know...Im just an adgrad.
Actually thought that was really good... made me go on the site and I may even buy a Honda Accord now so cant be that bad guys... Of course the Subaru ad was funny we can all see that... but does it make me want to buy a Subaru... not really...
Comments
Richard Hayter - 13/05/2008
On their own, these rates a solid "meh". And I'm not sure I could be arsed to go to the website unless I was into skydiving. I hope they sell a lot of cars to pay for this. 'Cog" it ain't.
Gellan Watt - 14/05/2008
Hmm. It's one of those I wish I'd liked it moments. But this one passes me by in a blur of parachutes.
Phil Hickes - 14/05/2008
The blogging dream team give it a thumbs down. Bleak times ahead for W&K :-(
Richard Hayter - 14/05/2008
Phil, you wouldn't be taking the p*ss would you? I spent the time going to the web site for this. It doesn't give much away, just enough to figure out that the final commercial will be a skydiving extravaganza. I really hope it's brilliant.
Hollie Newton - 15/05/2008
I think you're missing the point. Compare this campaign to that godawful Subaru ad and we're looking at a whole different league. Not only do they not show the car - they don't even mention the brand! Now that is seriously brave, and makes me like the brand even more. If W&K hadn't done this you would have liked it.
Richard Hayter - 15/05/2008
Hollie: First off, this is a teaser, no the full-on commercial. If a client buys into a teaser, it is by necessity unbranded. The final work will be branded, just like the Subaru ad. Second the Subaru ad works in so many ways: it's funny (to the target audience), it subverts stereotypes, it has great music and you get to see the best bits of the car (which is great from the client's point of view). Plus, the sumo guys make the car look smaller, which is of growing importance to an American audience concerned with petrol (sorry, 'gas') consumption. It's creative that really hits the brief. Thirdly, I have nothing against W&K. In fact, they're one of my favorite agencies. I'll admit to thinking that the Honda work has gone off the boil since 'grr', but that's just my opinion. Fourth, I really like DDB, too. But I don't work there.
Hollie Newton - 15/05/2008
Woah man, chill out. It's just advertising.
Hollie Newton - 15/05/2008
But thanks for the lesson on what a teaser is.
Gordon Macmillan - 15/05/2008
Will people stop jumping out of perfectly good aircraft. For frak sake. Other than that okay, but really if the camera could snap his neck get something smaller. That's my top tip for the day.
Cara Swindell - 15/05/2008
My favourite adverts ever are for Honda by W&K - this is really disappointing.
Richard Hayter - 15/05/2008
I'm perfectly calm Hollie. Thanks for your concern.
Andrew Harrison - 16/05/2008
snickers are changing back to marathons and you guys have the time to be on here...get your house in order.
april feeney - 16/05/2008
Subaru rocks!!...these don't.
Gellan Watt - 16/05/2008
Hi all - good thread. Hayter I see your point, and I love the Subaru ad - it's great work. And Hollie it doesn't matter who the agency is that produces any ad. If it's good it's good. But this work for Honda (and yes I know it's a teaser Mr. H.) is dull, inane tripe. I saw it on TV the other day and it was white noise I'm afraid.
Carl Martin - 18/05/2008
Well, I am gonna put it out there, if you dont like it, throw it right back. As far as teasers go....I like it. I think the whole concept is harnessed by the final tag line/web address, and look....its getting people talking. The fact the brand isnt even revealed provides a genuine reason to utilise the provided web address. W+Ks work is sublime, this isnt up there with some of their better Honda ads, but at least the ideas have changed with each new ad. I think that these teasers will automatically become poor if the final ad isnt that great. If the final ad is this wonderous sky diving bonanza, all in all I think its a great piece of advertising. What do I know...Im just an adgrad.
Ricky Harewood - 19/05/2008
Actually thought that was really good... made me go on the site and I may even buy a Honda Accord now so cant be that bad guys... Of course the Subaru ad was funny we can all see that... but does it make me want to buy a Subaru... not really...