Custom essays on Ad Critique Paper “The Impossible Dream” from Honda

1) Audience Analysis: Whom is the ad intended for? Where did it appear? Does it reach the intended audience?
The ad “The Impossible Dream” from Honda is intended for the people of all ages who are interested in the brand and as well Honda shows its power and its different chievements known all over the world. The ad reaches the intended audience, as it can be seen at the official website of Honda and in the YouTube. The ad does not quite reach the intended audience, as the current commercial “The Impossible Dream” is special in a way that it was created not for a new specific model of the car, but to show the history of the brand and what was achieved by Honda for all the years.
On April 25th 2010, an extended version of “The Impossible Dream” from Honda debuted on the National Geographic Channel. At the end of the ad, there can be seen Honda Jet aero plane, a Honda CR-Z hybrid, a VFR1200, a Honda FCX Clarity hydrogen fuel cell car, the Honda ASIMO robot and a Honda scooter. The new version of the ad finishes with a man driving into the garage of a beach house containing a Honda (solar) power generator. Then he sits in a hot tub overlooking the sea. And at the end of this extended ad, a voice-over says “What good is dreaming it, if you don’t actually do it?”

2) Content: What is the central point of the ad? Are the claims supported? How is it personalized? Examine the visual content and critique it. Examine the verbal content and critique it. Would anyone be offended by the ad?
In the original 2-minute version of roller, traveler, under the inspiring motive of the song Andy Williams (Andy Williams) “Impossible Dream”, a traveler touring the country in various vehicles, depending on the type of route or its complete absence, testing all forms of transport ever manufactured by Honda, ranging from Motorbike for racing Super Cub, released in 1958 and ending with high-speed boats. Journey ends with flight in a balloon with a logo automaker. In extended version of the “The Impossible Dream” Honda concentrates on its new models, on many classic Honda models and on the importance of green lifestyle, which has become a part of the impossible dream.
As a fact, the new version of the ad agency Wieden & Kennedy London increased the ad by 30 seconds, adding the plane Honda, Asimo robot and new models of cars Honda. As a fact, the extended commercial, by ad agency Wieden & Kennedy London, has been developed to show the “future” of the brand. According to the company, the new spot has to recall the brand slogan “The power of dreams”. “Honda off the road will form a more complete understanding of the brand on the European market. “Impossible dream’ is a fantastic opportunity to showcase both historic and future products in a film that truly generates a strong reaction from everyone who sees in” – said Ian Armstrong (Ian Armstrong), communication manager in the company of Honda. Commercial broadcast was held in 28 European countries. Considering the ad, no one would be offended by the commercial, as it shows their achievements, their history, their power and future. The company concentrates only on their products and show what they have achieved. The company respects others and promotes only its brand. The ad itself is extremely positive and unobtrusive, filmed beautifully and openly. The central point of the ad is the power of the brand, its history and how the models they produce changed with the time. Considering the verbal content, it would be better if the song sounded louder and the last words in the ad were clearer and also louder. As a fact, in the content of the ad there were a few Honda logos, and a person, if he manages to wait till the end of the commercial, he will find out the brand Honda on the air balloon.

3) Effect: Critique the effectiveness of the ad.
Probably some people would like to see something modern and not “the history” of the brand, but something innovative that would surprise them. But if you follow the company’s slogan “The power of dreams”, Honda is ready to help you realize even the most impossible dream. The video appears almost all the company’s products, ranging from clothes and finishing robots. But, the main in the ad role have the cars and motorcycles. Honda does not concentrate on the future innovative products and on the spectrum people can choose from. Obviously, some Honda admirers expected to see something innovative and creative, and they were ready to buy if they saw it. Instead they saw the ad dedicated to the history of the brand, showing its possibilities, its power, its diversity and remind what the brand has been doing all these years. In my opinion the ad is more like a brief description of the progress in engineering that Honda has shown in their 2 minutes advertisement. And, as Simon Thompson, head of marketing for Honda said: “This web site allows us to captivate and engage more than we ever could in a two minute ad, and is a key part of the campaign.” This ad is as a reminder for what the brand went through, what it has achieved and where it is now. It is rather difficult to call it an ad, because it is more like a reminder through years. The ad is not very effective in sense of purchasing the new models of cars, as this current ad concentrates on the promotion of the brand itself, on reminding that Honda exists and implements innovation, that it has history and that the brand achieved a lot.
4) Recommendation: What would you change to make this ad more effective?
I would choose more modern details to be shown in the commercial and I also would add more sunlight to the first and the final scenes. The nature was filmed beautifully, but I would include more logos of the brand into the commercial, for the future customer to know that the models were made by Honda. All in all, the extended version of the ad is better, as there is show the Honda’s future and the new models of the cars. This version is more preferable for all people to see, as it is more interesting. Honda could also show more unique features, more innovation, because the brand has it, and to make an accent on the creative things that will attract more attention of people of different ages. There can be also made some changes to attract attention of people who like innovative products, also there can be included more description of the cars that will appear in the near future.