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ANDY Awards

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

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TitleSense
Agency
Campaign The Power of Dreams - Honda
Advertiser Honda Motor Co., Ltd.
Brand Honda
PostedJuly 2004
Business Sector Cars
Tagline The power of dreams
Story This commercial shows everyday situations where power sources ‘sense’ when they need to turn on or shut down. It promote Honda’s IMA(Integrated Motor Assist) engine, which uses a combined electric motor and a petrol engine to save energy, maximise efficiency and benefit the environment . ‘Sympathetic power’ sums it up.
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 & Cinema
Length
Market United Kingdom
AI Description The Honda commercial opens with a nighttime scene punctuated by numerous power lines, conveying a sense of an industrial, urban environment. As the scene transitions to a subway station, we see passengers disembarking from a train amidst dim lighting that suggests early morning or evening. A train conductor is visible through the cabin window, and we see people bustling about, echoing everyday life's rhythms. As the ad progresses, it shows various situations: a man brushing his teeth with water flowing efficiently from a modern tap, a fan spinning in a room with soft light filtering through curtains, and a pot boiling steadily on a stove, signifying controlled power and functionality. These vignettes illustrate the concept of 'sensing' when energy is needed—a nod to Honda's IMA technology that combines an electric motor with a petrol engine for efficiency. As the ad concludes, the Honda logo and slogan, 'The Power of Dreams,' appear, emphasizing the brand’s commitment to innovation and environmental responsibility.
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