Honda's 'Paper' Campaign Shows Its Entire History in a Single Video
Christopher Magsambol — September 23, 2015 — Marketing
Honda's 'Paper' campaign is the brand's most stripped-down commercial in years. It is well-known through past marketing campaigns that Honda likes to tell its story. In the first commercial for Paper however, Honda is able to creatively tell its history in a flipbook-like manner.
Much like the title entails, Paper refers to how designs and concepts are first thought of. Every model that Honda now builds began as an idea on paper, and the commercial brilliantly displays this through a fast-moving series of images, sketches and drawings, some of which are brought to life.
The tagline for the Paper campaign is: "You'll never know where a dream will lead you," appealing to the origins and beginnings of the brand. Also, the campaign speaks to Honda's ability to be an innovator in the auto industry.
Much like the title entails, Paper refers to how designs and concepts are first thought of. Every model that Honda now builds began as an idea on paper, and the commercial brilliantly displays this through a fast-moving series of images, sketches and drawings, some of which are brought to life.
The tagline for the Paper campaign is: "You'll never know where a dream will lead you," appealing to the origins and beginnings of the brand. Also, the campaign speaks to Honda's ability to be an innovator in the auto industry.
Trend Themes
1. Flipbook Commercials - The ‘Paper’ campaign presents a novel way of advertising using flipbook-style animations.
2. Storytelling Marketing - Honda’s use of storytelling in its ‘Paper’ ads is a disruptive innovation opportunity for brands wanting to differentiate themselves in a crowded market.
3. Idea to Reality Advertising - Honda’s ad campaign highlights the process of turning an idea into a reality, which could inspire other brands to showcase their creative processes in advertising.
Industry Implications
1. Automotive - Honda’s ‘Paper’ campaign highlights the brand’s innovative spirit in the auto industry, offering a disruptive innovation opportunity for other automakers to promote their design process.
2. Advertising - Flipbook commercials, storytelling marketing, and idea-to-reality advertising are disruptive innovation opportunities for the advertising industry, offering new and creative ways to engage with audiences and promote brands.
3. Creative Industries - Honda’s creative use of storytelling and animation in their ‘Paper’ campaign provides a disruptive innovation opportunity for other creative industries such as animation studios, graphic design firms, and marketing agencies.
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