I love this ad by the way, I’m an Ozzy fan and I think it’s got a certain hipness that speaks to me. But I too could not remember the car or distinguishing elements of the product.

I think its a great play on pop-culture, it’s got all the demo’s accounted for, and it’s entertaining and also, completely focused on the wrong content. If this car is comfortable, has great gas mileage, super roomy seating and one hell of a GPS system – all things I can attempt to extract from the shots and “hints” in the commercial, no one knows it.

Keeping it in line with a capella – I think everyone knows or will at least remember the classic Coke spot with the diverse youth culture on the hilltop “I’d Like to Teach the World to Sing – In Perfect Harmony”. Did you have the tune in mind by the end of that line? (watch here http://www.youtube.com/watch?v=GAgh86j5alI ). What McCann-Erickson did in 1971 as Coke’s ad agency was similar to this Honda ad – only it included all the highly effective elements NOT included in this Honda ad. McCann-Erickson’s ad was product focused while also being entertaining, emotional, and relevant. As the spot goes on, you hear “I’d like to buy they world a Coke and keep it company. That’s the real thing. What the world wants today -Is the real thing”. It’s got the product name and the tag line rooted in the core of the song. This ad sold product first, then sold how great McCann-Erickson was as an agency. Awards were won, Coke was happy, and it was extremely innovative 40 years ago.

On this Honda ad, RPA Agency will win awards and maybe Honda is happy, but it’s too busy selling ‘the experience of the car in every day life” that it forgot to sell the car.

While I’m here – if you don’t mind…

Hyundai broke the rules by un-paralleled mileage warranty with relatively cheap unimaginatively designed vehicles. Then they continued to improve the product and design of the product, showcase the product, and now have the assurance program that locks in the current purchase future trade in value so you know to sell your used Hyundai back to them and get a new Hyundai as part of the trade in. Holy crap – anyone else doing this?! Now, I still don’t own a Hyundai, but have I looked it up online and do I consider it a viable candidate for my next purchase – you bet.

Several years ago, Dodge began pushing for their brand to be seen as powerful. Spots had deep announcer voices, they began celebrating Hemi engines to make it synonymous with Dodge and at the height of their relentless media push they ran spots that said “Dodge, Dodge Dodge” throughout the spot. I really don’t remember the vehicle, but damn if Dodge didn’t carve out a spot in my brain.

In 2003, the Mitsubishi Eclipse “Days Go By” commercial took center stage and is now considered a highly memorable ad – one, in my opinion that has not been replicated by Mitsubishi in any way since. You probably know it as the “techno car ad with the chick dancing” (watch here http://www.youtube.com/watch?v=OH0zWrDi6GA ) Even though this ad doesnt include product mention in the audio, it definately showcases the product and has a clear price offer. Ultimately the spot did well because it was relevant and targeting the right demo and produced for that demo (from art, style, music and actors). It was focused and it said – if you are young adult teen to twenty something and you have a cool factor or want a cool factor, the eclipse is the ONLY thing for you. But did you know that Ford did a techno car video 3 years earlier? (watch http://www.youtube.com/watch?v=J9hXdoDacsM ). I think you’ll see why it was forgotten and didnt get praise like Mitsubishi and ultimately was not distinguished as innovative – again, in my mind, a spot for ad agencies not a spot for selling cars.

… I guess what I’m saying then, is this ad is likeable but not original, relevant but not focused, entertaining but not product centric, and catchy but not pervasive. No true resonating points, no real call to action and no new elements or offers. The agency work is competent and again, peers and those who buy ad agency services will like it, but the buyers of cars, they’ll just move along.