Honda – Asimo – Portland
First, it was almost hard for me to concentrate on this ad because the whole time I was thinking about the South Park where Cartman dresses up as a robot named “Awesome-O”. It’s hilarious. Anyway… this ad is stunning, it’s hard to convey what theses scientists have done without getting into computer lingo, but W+K has managed to do it without using words at all! He has self-realization, discovery, the ability to climb stairs and sooo much more. It really is amazing and this commercial is great because it highlights the robot as well as shedding a positive light on the Honda brand in general. It’s even a bit playful and childlike which brings a real personal sensibility to an otherwise lifeless robot. Very inspiring.
Bartle Bogle Hegarty
Audi - "Unbox the box" - London
I apologize for any of you or sick of me always choosing car commercials, but It’s my interest so back off. This commercial for the new Audi Q5 is interesting to me. I think the music is great, the art direction is great, and its really a commercial that I would stop what I was doing and watch. However, I’m not sure that it caters to the target market of this car. The Q5 competes with the BMW X3, Mercedes GLK, and a few others. For some reason I’m just not seeing that age range being persuaded by this commercial, but maybe I’m wrong. At least it will get them into the dealerships and get them into the trial stage, so I guess that’s what is important. I do really like how they show him using his hands, it reminds you of the work that goes into making cars, and they are just as much art as anything else.
