Honda's new pitch: Old naked guys
Posted: Tuesday, July 15, 2008 3:00 AM by Allison Linn
Filed Under:
Cars and trucks
When it comes to selling cars and trucks, most people are familiar with usual bag of tricks: beautiful scenery, beautiful women and brawny vehicles. A recent commercial for Honda’s Pilot takes things in the exact opposite direction, and it’s a refreshing change.
In "Ballooning," a middle-aged man and his teenage son are driving down the road when they come across an older man peeking out of a grounded hot air balloon, apparently in need of a ride.
Only after inviting the balloonist to hop in does the driver realize that there are actually a group of men in the balloon’s basket -- and they’re all nudists. While the ad is remarkably tasteful, it’s safe to say this is a group most people aren’t interested in seeing naked.
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The punch line is that the driver is able to use a rear-view camera mounted on the dashboard to back up, saving him the embarrassment of looking over his shoulder at the group of nudists. It’s a cute trick because it makes the technology memorable without having to tout it as a safety feature, a tactic that often leaves car makers looking staid and preachy.
The gaggle of men also serves to remind viewers that the car is roomy enough for a crowd, without overtly bragging about that type of feature.
The ad really works because Honda resists the urge to overdo it. The sparse dialogue is witty, and the flummoxed expression on the driver’s face pretty much says it all. While a lot of car commercials fail for being too in-your-face, this one is subtle and surprising enough to make you want to pay attention.
Still, in an age of $4 (if not $5) per gallon gas, it’s not clear that even the wittiest commercial will be enough to sell Americans on a big vehicle like the Pilot.
Click here to watch the commercial.
