| ASIMO, "Advanced Step in Innovative
| |
| | It will also show Honda jet planes, solar
|
| Mobility", is one of Honda's outstanding
| |
| | racers, test-track racing and safety
|
| creations. American Honda Motors is set
| |
| | researchers in a home video-style
|
| to feature the popular robot in their
| |
| | movement to The Who's "I Can See for
|
| first national broadcast corporate image
| |
| | Miles." Its tagline? -- "See what we
|
| campaign for two years. Such campaign
| |
| | see".
|
| will include a "Power of Dreams" spot,
| |
| | Since Honda's "Safety for everyone"
|
| dedicated microsite, as well as print
| |
| | campaign emerged in October 2005, the
|
| ads.
| |
| | launching of the image campaign is the
|
| Asimo was built in Honda's Research &
| |
| | first time of the company to use national
|
| Development Wako Fundamental Technical
| |
| | advertising corporate image. And, it is
|
| Research Center in Japan. It is a
| |
| | part of showing that they are on move.
|
| humanoid walking robot standing at 130
| |
| | Todd Carey, Vice President, associate
|
| centimeters (4 feet and 5 inches) and
| |
| | creative director at RPA, Santa Monina,
|
| weighing 53 kilograms (119 pounds). For
| |
| | California, said that the spot serves as
|
| those who haven't seen it yet, this robot
| |
| | "Honda home movies, as shot by family
|
| resembles a small astronaut wearing a
| |
| | member. Out desire was to show what Honda
|
| backpack. And, currently, there are 46
| |
| | is working on, from an engineering
|
| units of it available worldwide, with
| |
| | standpoint, and the human side as well."
|
| each costing less than $1 million for
| |
| | In addition, the ad facilities were an
|
| manufacturing and $166,000 per year when
| |
| | emotional connection with Honda
|
| hired.
| |
| | engineering, as he said.
|
| Five years ago, Asimo was introduced to
| |
| | Carey said that the campaign actually
|
| Honda's advertising, Honda's Corporate
| |
| | originated through an "organic process"
|
| Advertising Manager Barbara Ponce said.
| |
| | of multiple interviews with people at
|
| "Using home video brings Asimo into the
| |
| | Honda. He said, "Through the
|
| story but in a real way," she enthused.
| |
| | conversations, we started to hear the
|
| "The home video brings Honda technology
| |
| | same things: No matter who we talk to, no
|
| to the customer in a manner that isn't
| |
| | matter what project, there was a shared
|
| overproduced or contrived. What you see
| |
| | vision." A conversation with a passionate
|
| is what you get. It underscores the
| |
| | Honda engineer became an inspiration for
|
| importance of authenticity to our brand,"
| |
| | them to show the world what Honda is
|
| she continued.
| |
| | going through and to.
|
| In the image campaign, the "Power of
| |
| | Moreover, Ponce said the "longer-term,
|
| Dreams" is held the primary attraction.
| |
| | philosophical" approach is unique, as it
|
| It is a 30-second spot which was directed
| |
| | shows the "human engineering" side of the
|
| by Phil Joanou under independent RPA
| |
| | company. And, this Honda's engineering
|
| Honda lead creatives David Smith and Joe
| |
| | focus is their distinction from the
|
| Baratelli. First seen in a window
| |
| | others, definitely more than providing
|
| reflection of Honda's prototype FCX
| |
| | quality auto parts like Honda
|
| hydrogen fuel-cell car, the climax of the
| |
| | intermediate pipe to their latest model
|
| spot is a video images featuring Asimo.
| |
| | cars.
|
