Here is another spot for Honda, also via Concept Café Advertising of Miami.
Client: American Honda
Agency: Concept Café Advertising
Creative direction: Salvador Veloso
Production company: Upstairs & Chaleko Post
Planning director: Marco Vega
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If I were American Honda I would fire Concept Cafe. This spot, and the previous weird one, not only do not sell car or brand, they position the brand as, frankly, stupid. In between the amateurish humor and the pointless spot, the impression created for the Honda brand is dismal.
Hey, Marcelo, hold on to the disparaging for a bit. Polarizing TV ads generally are the ones that show best results for the business, so why don’t we wait and see how sales move (the ads have just started airing on 01/2010). Your assessment on not selling car or brand is a bit premature. What we can factually say today is that Concept Cafe has been doing work for Honda for the past 4 years and not only do brand health metrics show significant improvements in both emotional and rational metrics, but sales have been consistently increasing for ALL models for which we do work. I’d be happy to share the quarterly trackings, performed by a third party chosen by the client.
If there is anything amateurish here is thinking that an assessment, without understanding the planning behind and reading the bottomline results, is a valid one.
I would be interested in an analytical POV of our latest TV spot for Honda Odyssey, which you can find here: