Honda Advertisements

Honda – Difficult Is Worth Doing

The Honda Statement: “Being a fleet operator isn't easy. There's so many things you have to consider. The desirability of a car. Your duty of care to drivers and the environment. Keeping your fleet on the road as much as possible. And of course, whole life costs.

We understand difficult. That's why the new Accord is sportier and sleeker and it's driving dynamics have been benchmarked on the BMW 3 Series. It's packed full of advanced safety features and the engine has been totally re-engineered to make it clearer and more fuel-efficient than ever before. And the residual values from CAP and EurotaxGlass are very strong, competing with other premium cars in this class.

It wasn't easy to achieve these things. But we think you'll appreciate that.”

The skydiving advert campaign consisted of a series of four short teaser adverts that explained little snippets into the statistics of skydiving. The adverts mentioned nothing about Honda or cars, the only clue of anything was an address being shown 'difficult is worth doing.com' which at that time directed viewers to a blog that talked about the ins and outs of skydiving but mentioned nothing about the upcoming live skydiving advertisement. Here are two of the four teasers:

The aim of the short adverts was to “give people insight, let them to a certain degree, without letting them know what was happening” Honda account director at W&K London, Jonathan Tapper.  He also believed that “By giving people understanding about the ad before it launches, not after, it gives substance and authenticity to what Honda is saying.”

The final advertisement in the Honda advert campaign, consisted of several skydivers jumping from a plane and whilst in free fall, forming the letters H.O.N.D.A to advertise the well known brand name. Honda were relying on the public recognising it as an advertisement for a new car etc. from just the name.

The skydive was filmed and aired to the public live on the 29/05/08 at 8.10pm during the final break of Come Dine With Me on Channel 4. The reason for this live advertisement, was to demonstrate the meaning and point behind their slogan 'Difficult Is Worth Doing'.

 

They're is a strong connection between all of Honda's TV advertisements. They are all around two minuets long and in each the car is he last thing to be advertised. In the majority, it's hard to actually tell the advertisements belong to Honda, until the last 15seconds or so, where either the car or the name Honda is revealed to the audience. Honda also like to be “open about how they made them because the story behind the production is often as interesting as the commercial itself.”

Here is a selection of Honda's advertisements: