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ANDY Awards

Creative Award
New York, United States
Honda - "Bus Lane" by ANDY Awards 2014

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TitleBus Lane
Agency
Campaign The Power of Dreams - Honda
Advertiser Honda Motor Co., Ltd.
Brand Honda
PostedNovember 2003
Product Jazz
Business Sector Cars
Tagline The Power of Dreams
Philosophy They did, by crafting a consistent voice to communicate the brand’s many flavours and shades. What about ‘more for less’? Less spend, more effective communications, more measurements, more motivated stakeholders, more brand preference, more profit and more sales.
Problem ‘Less is more’. Is that always true? Rather than simplifying their brand, Honda wondered what would happen if they embraced its diversity.
Result Twenty-eight% more sales, in fact, and £388m more revenue. Not everybody believes that OK is OK. Honda certainly don’t.
Media Type Television
Length
Market United Kingdom
AI Description The Honda 'Bus Lane' ad cleverly uses animation and humor to highlight the efficiency and uniqueness of the Honda Jazz. The ad begins with a playful, animated car scene in a cityscape background. Several cartoon-like cars, lined up and transformed into amusing characters, await a red traffic light. Unlike the other characters, the Honda Jazz zips past them, using a bus lane to illustrate its efficient, versatile nature. A cartoon policeman ensures the Jazz can smoothly continue its journey. The ad concludes with the tagline 'The Power of Dreams,' reinforcing Honda's innovative spirit and forward-thinking approach. The ad successfully blends humor with a message of carefree driving and freedom from constraints.