Even block buster ads don't work?
Ok, interesting pixel pong going on here. Everybody in the ad industry applauds Honda's un-deniable achievements in the attention deficit disorder world of t.v. advertising. Naresh Ramchandani writes in the Guradian: 'The Honda ads seemed to say that big advertising wasn't dead. They seemed to say that you didn't have to engage in the fiddly new world of media partnerships and programme sponsorships because you could scrap all that nonsense and make an old-fashioned blockbuster commercial and it would still cut through the way it used to. By being merely good, not great, the Honda Choir ad makes that strategy look very risky again.' article here. The w+k blogger replies that: 'We believe that the non-traditional use of media, such as inserting DVDs with the ads on into national press, circulating ads virally, using TV to drive people to web content and making films available to download online, has been key to the success of our work for Honda. They simply don't have the budget to outshout their competition via an 'old-fashioned blockbuster' TV campaign. We have to create content that's good enough for people to want to seek it out. Over 800,000 downloads of 'Choir' from Honda's website (see earlier 'Heavy Traffic' post) suggests that this is working.' full response here. I reckon Naresh is right for thinking that old industry idealists loved its blockbuster triumph but from what w+k is saying there is more to it than just making a blockbuster t.v. ad they created an 'asset' which they 'sweated' in other media which is fair game.