Honda has reunited with stop-motion artist Pes for an ad that kicks off a big new campaign for its 2017 Ridgeline pickup. A TV ad debuting Friday during the opening ceremony of the Olympic Games uses stop-motion filming in an attempt to portray the versatility and utility of the truck, which hit the market in late June.
The ad shows six Honda Ridgeline trucks hauling materials to construct what appear to be five distinct construction projects, including a playground, a garden and a motorcycle racing track. But as the camera pans out, the scenes come together to spell out "Honda" as a voiceover declares, "If you can dream it, you can do it."
Pes, whose full name is Adam Pesapane, last worked with Honda for a spot called "Paper" that debuted in September and weaved together roughly 3,000 hand-drawn illustrations using stop-motion filming that took viewers through a paper-flipping, historical journey of Honda products. The new Honda spot is called "The Power of Ridgeline." The creative agency on the spot is RPA and the production company is Reset, with Mr. Pesapane serving as the director.
“We really wanted something that stood apart from traditional truck advertising that you see on television because it's Honda and we like to do things a little bit differently, we decided to take this turn and show all the different things that you can do with a Ridgeline -- not just the typical throwing lumber in the back and then going off to a construction site."
-Susie Rossick, assistant VP-marketing at American Honda Motor Co.