A 30-second spot for Honda's motorbikes that broke last week shows a man stuck in an urban tunnel traffic jam. Sprouting red wings reminiscent of the Honda division's logo, he flies from the car,
shatters through the tunnel and lands on a Honda cruiser, speeding off beyond the traffic. The tagline is, "Free yourself."
"It's probably the first pure branding television since
Wieden + Kennedy did that spot for Honda motor scooters with Lou Reed and "Walk on the Wild Side" a long time ago," says Steve Rabosky, president and CCO at Honda's agency, Interpublic Group's Dailey
& Associates.
The imagery is intended to bring younger people into a recently flat category dominated by 35- to 45-year-old men. Though it trails Harley-Davidson in cruisers, Honda is
the leading full-line manufacturer of motorbikes. It so dominates sales, says Rabosky, no call to action was necessary in the new campaign.
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