Honda has reunited with stop-motion artist Pes for an ad that kicks off a big new campaign for its 2017 Ridgeline pickup.
A TV ad debuting Friday during the opening ceremony of the Olympic Games uses stop-motion filming in an attempt to portray the versatility and utility of the truck, which hit the market in late June. The ad shows six Honda Ridgeline trucks hauling materials to construct what appear to be five distinct construction projects, including a playground, a garden and a motorcycle racing track. But as the camera pans out, the scenes come together to spell out "Honda" as a voiceover declares, "If you can dream it, you can do it."
Pes, whose full name is Adam Pesapane, last worked with Honda for a spot called "Paper" that debuted in September and weaved together roughly 3,000 hand-drawn illustrations using stop-motion filming that took viewers through a paper-flipping, historical journey of Honda products. The ad was added to the permanent collection at The Museum of Modern Art via the Association of Independent Commercial Producers awards. Pes earlier gained notoriety with playful object-based, stop-motion film shorts including "Western Spaghetti," and "Fresh Guacamole."
The new Honda spot is called "The Power of Ridgeline." The creative agency on the spot is RPA and the production company is Reset, with Mr. Pesapane serving as the director.
"We really wanted something that stood apart from traditional truck advertising that you see on television because it's Honda and we like to do things a little bit differently," said Susie Rossick, assistant VP-marketing at American Honda Motor Co. So "we decided to take this turn and show all the different things that you can do with a Ridgeline -- not just the typical throwing lumber in the back and then going off to a construction site."
Honda first teased the pickup with a Super Bowl ad that featured a flock of sheep singing Queen's "Somebody to Love." The spot highlighted the Ridgeline's truck-bed audio system that allows for music to be play outside the truck.
Read more about the strategy over at AdAge.com.