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