Honda’s Long Term Thinking
By Brooks Jordan | January 12, 2009
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.
