Monday, June 02, 2008

Underwhelmed And A Little Sad



Maybe it's because I knew the skydivers in the live ad were doing it for real, whereas in this one I'm not sure if they are (it could be for real, it could have been done in post, I just don't know. Either way, it doesn't feel real, so it doesn't feel as exciting).

Maybe it's because of a similarity to Audi's recent 'Gymnasts' ad.

Or maybe it's because they just showed me the skydiving concept and now they are showing it to me again.

Whatever the reason, I'm not overwhelmed. Perhaps underwhelmed is too harsh. Midwhelmed might be more accurate.

The news that the plane used in the live ad crashed yesterday, killing two people, also puts a major downer on the whole project. Not W&K or Honda's fault, of course, but very sad nonetheless.

27 comments:

Anonymous said...

OMG! Scamp is underwhelmed. And Lunar has just bigged it up. They'll have to back-track now;-) I'm with Scamp - underwhelming is right

Anonymous said...

I can't understand why you're still going on about bloody Honda and their bloody skydiving 'ad'. Is no-one else doing (proper) ads at the moment?

Anonymous said...

Boring ad.
Nice end frame.

Anonymous said...

I'll tell you who will love it. Wal.
And Neil, that is.

Anonymous said...

lots of people do something amazing(ish) to make a metaphorical something.
so last year.
not a patch on cog/grrr.
nicely shot though.

Mark Hadfield said...

The actual content of the Honda ad wasn't that impressive at all in my opinion. Getting people to skydive into shapes isn't exactly a new thing. The logistics and the 'risk' of doing a live ad more impressive I reckon.

But aside from both of these what I found most interesting is how I was engaged with it, not from a content point of view, but from the point of view where I knew the message could be more meaningful than a 30 second ad. In 3 minutes yuo can really give time to creating a meaningful engagement whereas in 30 seconds it's basically a transactional process. Shout for 10 seconds, make me watch for 10 seconds and then 10 seconds for the smallprint.

Maybe this is the first of (one of )the next stages of advertising. Forget 8 30second ads, and have 3 minute ads. Create meaningful stories and relationships with audiences instead of just shouting at them.

Lunar BBDO said...

I think 'whelmed' is the word we're looking for. And if it isn't, it should be.

Anonymous said...

Sorry, Lunar. Is not the best ad out of Britain this year. It's not the best ad out of Shoreditch, this year actually.

Rachel and Debbie said...

RIP the people who were on the plane but could you imagine what would it would have been like on the live ad? Disaster filmed by Honda.

Anonymous said...

I think, as ever, PG Wodehouse (and if you want to know how to write I recommend his books heartily) hit the nail on the head when he wrote, in The Code of the Woosters,

"I could see that, if not actually disgruntled, he was far from being gruntled."

With this in mind, I think I think lunar is right. "Whelmed" is the word you are fishing for.

Fenton Benton said...

Would you use a symbol that looked anything like this OOOO in a car advert that wasn't for audi, even if it's talking about suspension?

Two people I've spoken to thought it was an audi ad (made worse by the link with the RS6 ad).

I like the whole concept, but the follow up was a let down. It had none of the energy of the original.

rjhayter said...

What's this? 10 comments – and everyone agrees that this ad is 100% "meh"? It's unheard of. Guaranteed it'll make Campaign this Thursday.

For the record, I am decidedly underwhelmed. A TV commercial that's less exciting than a PR stunt.

Adam said...

"Hmmmmm.... what's next?" says mr honda voiceover man.

which seems to be the point we are making here. this could have been so much better than it is with a little of the cog/impossible dream tone of voice. it feels dull and too german (vorsprung durch technik anyone?)

Anonymous said...

Yeah Scamp, stop banging on about Honda (no disrespect to those deceased). It's all very cool to look at but as an ad it's a pile of garbage.

This is what we should be talking about:

http://www.youtube.com/watch?v=BzEGQo9KLAI

Anonymous said...

Must say I got very confused by this. Not only is there the Audi logo OOOO, but I genuinely mistook the steering wheel at the beginning for the Mercedes logo.

They should've just done the live ad and then leave it to word of mouth and Youtube. This ad makes the whole thing much more ordinary.

john dodds said...

Unbelievable. I wrote at the time of the live ad that I was underwhelmed because I'd expected to be able to read the whole name at one glance.

They got it right in this spot but then undercut it impact by their obsession with a live gimmick in which they settled for "Not quite so difficult is what we'll risk."

Anonymous said...

while the ad wasn't all that new in its contents- jumping out of planes into shapes is pretty old school. but at least Honda changed it up with the 3 mintue live ad. something new and cool in a boring format - so its progress at least.

more importantly, does seeing people jump out of a plane and spell honda make me want to buy one? no. but it does make me wonder if this means i will need to learn to skydive to own a honda. additional media is great - but couldn't they at least make it relevant to what they're selling?

]-[appy Thought said...

That Accord bit has to be post? Surely? If anyone got their foot tangled in the other guy's 'chute that's game over for them isn't it?

And I agree with scamp, when it features the car and voice-over and stuff it becomes a stunt ad from the 80s. Not entirely sure why but I keep getting reminded of the British Airways classic with all the people making the winking face.

Anonymous said...

"RIP the people who were on the plane but could you imagine what would it would have been like on the live ad? Disaster filmed by Honda."


So what your saying is that it's quite sad that people died, but it would have been truly tragic had honda had a bad brand association?

Anonymous said...

What was that ad where skydivers and a car jumped? Was it for a Vauxhall Zafira or something. They all got in and moved the seats around. It wasn't as cool as Honda, but it wasn't a million miles away. Still impressive to do.

Anonymous said...

best skydiving ad ever - well it's certainly not the Honda ad. The Live one or the more traditional one. Take a look.

http://www.youtube.com/watch?v=uvIwsLty9Fo

Anonymous said...

Now that's how to make a sky diving ad!

Anonymous said...

That's how to do it! The Carlton Draught ad puts the Honda ad to shame.

But come on Scamp, do tell us all why the Honda ad is, in fact, better....

Cleaver said...

"Wouldn't make me buy it."

Hilarious.

Anonymous said...

"Wouldn't make buy it"

True.

But not hilarious.

Hayes Thompson said...

R.I.P the Spanish pilot and German Junior Alvares de Silva, from London

Anonymous said...

Talk Talk ad in the sky?