Amid all the holiday madness, any calming influence is more than welcome. In a world of crazy Christmas commercials, it’s Honda and Patrick Warburton who are leading the way this season in dialing things back a notch. Warburton—is the perfect low-stress spokesman, droll and mumblingly humorous. And this great “Happy Honda Days” ad series is right up his alley—calling on him to be quietly dismissive of all the holiday hoopla while still making a holiday pitch. He can get away with this, partly because he acknowledges the hypocrisy and partly because he’s just flat-out likable.
The spots also benefit from some sharp comic writing and several inspired plots. In one ad, he opens by suggesting that “Elves are shoddy craftsmen,” then points out that Hondas are made by “real human beings.” In another, he ridicules holiday ads from luxury automakers that show cars wrapped in bows. “Are you a millionaire? No? Well, then you probably don’t give cars to people as presents,” he says, as he rips the bow off a Civic. (Again, though, this is disingenuous—as another spot urges you to give the gift of a Honda, just to watch the person’s joyful reaction.)
The work is part of a new style of holiday messaging—ads that poke fun at the excesses of the gift-giving season. Honda work embraces the holidays but also commiserate with shoppers who find it stressful. It’s a tricky feat to do well—telling people to do a little holiday shopping despite the holiday season, not because of it. But it seems Honda found just the right man for the job. See AdWeeks full “Ad of the Day” article here: http://www.adweek.com/news/advertising-branding/ad-day-honda-136783
Director: Timothy KendallClient: HondaColor: Company 3 Virtual via Drive Thru