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.
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