Honda’s Long Term Thinking

You can smell a real, for-the-customer ad campaign, can’t you? BMW did it with their short films. And that’s always been part of Honda’s DNA.

Today, Honda is putting out a series of mini docs under the theme “Dream the Impossible” (http://dreams.honda.com/).

The most effective advertising is becoming content . . . both authentic and with a purpose. And that’s what these shorts appear to be. (Oh, and the ads for these mini docs serve as trailers – more content.)

“It’s not advertising optimism,” Mr. Carey [Todd Carey, VP of ad firm RPA] said. “It’s authentic documentary-film optimism.” Link.

Honda is doing this campaign not in spite of the economy, but because of the economy. They’re thinking long term.

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