The film, created by PES and agency RPA, was made entirely in-camera, using thousands of handmade illustrations and only a wee bit of CGI to stitch a few scenes together, to tell an evolution story about the brand. “This is a really terrific, innovative high technology company that produces terrific premium products”, Peyton said.
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We might be used to Honda creating brilliant advertising, but it’s worth remembering once again just how predictable most vehicle ads are while watching this.
The message will not come cheap.
The ad spans the history of Honda’s products, and debuted today in national TV commercials during NFL football games.
Honda’s new two-minute ad “Paper” doesn’t promote its latest model or show off fancy gadgets and innovations. Honda is also launching an interactive feature to go along with it, where site visitors can explore each of the vehicles featured. The “Paper” spot will be supported on Honda’s social channels with Twitter trivia, teaser clips on Instagram and Vine, Honda product images on Instagram and GIFs on Twitter, per the Torrance, Calif.-based automaker. A 60-second version will air throughout October on NBC, CBS, Fox and ABC. The ad super says “You never know where a dream will lead you”.
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PES received a 2013 Academy Award nomination for Best Short Film (Animated) for “Fresh Guacamole”, which showed the avocado dip being made with green clay and dice.
