I have a love-hate relationship with the creative community. Honda’s recent TV spot titled COG demonstrates my feelings. I continually struggle with the notion of how much creative is enough. I continually moderate the argument between the creatives and the tacticians over creativity.
Honda’s 2 minute commercial, uses over 85 individual parts of the new Accord which precisely and intricately “knock on to” and interact with one another to form a complex chain reaction which lasts until the new Accord is finally revealed. Very Rube Goldberg(ian).
When I first watched the ad I was intrigued by it’s premise. But I was unimpressed because I thought the chain reaction was computer generated. I then found out that the chain reaction was real and captured on camera and in one take. I went back and watched the spot several times in total disbelief. Very cool!
Reading further about this spot, I find out that it was created by Wieden and Kennedy’s UK offices and that the spot cost $1 million to produce and took six months to shoot. The backstory of the shoot describes how they needed more than 600 takes to complete the shot.
So, this is where my love-hate thing comes into play. This is probably one of the most creative spots I’ve ever seen. I loved it. BUT, for $1 million, six months and 600 takes was it worth it for Honda? I can wreak all sorts of havoc with a million dollars and six months. I know that branding advocates will talk about the buzz created by the ad and how it creates intangible benefits for Honda. But will it sell more Accords?
If you’d like to see the click here Adforum. Adforum is a great resource for advertisers who want to review the state of art in creativity.
Subscribe ARMORY|Book MOBILIZATION|Engage CAMPAIGN