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