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ANDY Awards

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

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TitlePecking Order
Agency
Campaign The Power of Dreams - Honda
Advertiser Honda Motor Co., Ltd.
Brand Honda
PostedAugust 2004
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 "Pecking Order" ad uses a minimalist animation style with black and white illustrations to depict the hierarchy among road users. The visuals show caricatures of various drivers including pedestrians, cyclists, cars, lorries, and tractors interacting humorously in an urban setting. The Honda Jazz appears as a symbol of harmony, quietly moving through the chaos. The soundtrack aligns with the visuals, narrating a humorous take on the societal hierarchy and questioning why such division exists. The ad emphasizes unity and equality, encouraging a new perspective on driving dynamics.
Advertising Manager
Senior Planner