Honda takes the Apple route with new US blitz from RPA

Honda seems in the mood to think and spend big, running new ‘Power of Dreams’ campaigns from Wieden+Kennedy in the UK and Mcgarrybowen in Europe.

Now Santa Monica’s RPA is on the case with a two-minute epic making its debut in CBS’ somewhat pricey NFL coverage. ‘Paper’ features thousands of hand-drawn Honda products.

Does the fact that a car company can do lots of other stuff make you more inclined to buy its cars? You can see the temptation to say so: people will seemingly buy anything from Apple, for example. Maybe Honda sees itself as the Apple of the car world.

And why is Honda suddenly spending so much? Maybe to make up for under-investment in recent years and a lack of new models. Or maybe it thinks big rival Toyota is spending all its money on product recalls.

MAA creative scale: 7.

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