Build great trust, then make great ads.

3 Aug

Sometimes you find an advertising campaign that makes you laugh.

And then it makes you wonder how the hell it made it through all the usual red tape. The account director who lay awake all night thinking of differerent ways the campaign is ‘off-brand’. The creative partner who knows the relationship isn’t as secure as it was six months ago and would rather dish up something ‘safe’. The client who showed her new boyfriend the script and he said he doesn’t really think it’s very ‘funny’.

You’ve got to take your hat off to Jazz Packing, the new campaign for Honda Australia, which appears to have slithered through the cracks entirely.

Work of this nature takes an untold level of trust between agency and client. Sometimes it can be a matter of consciously limiting the hands that touch it, which requires even more trust. But the result is utterly jealousy-inducing. It certainly looks like it’d be fun to write.

But what makes this campaign is not just the ridiculous humour – it’s about breaking norms. The ad appears to finish, then continues for another minute. It makes you squirm (a good thing). By the end of the commerical you’re certainly left with the impression that the Honda Jazz is no ordinary car. Most of all I love that Jazz isn’t afraid to turn off the conservative audience in favour of far more active and passionate brand advocates.

However, it does beg the question… how many advertising awards can you pack in a Jazz?


2 Responses to “Build great trust, then make great ads.”

  1. Amber August 3, 2010 at 6:34 pm #

    Shame hipsters…

    *Cries into Muji handkerchief*

    • jonoaidney August 4, 2010 at 3:41 pm #

      I’m actually reading Murakami at the moment as well.

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