Oh hai. It’s our latest work for Honda Australia.
We’ve always loved advertising that proves rather than just says. So when Honda briefed us on developing a campaign to communicate that the Jazz “Fits anything you can imagine”, we knew exactly where to start. Anyone who has ever sat inside a Jazz knows how big the car feels when you’re in it. All we needed to do was make this point in a way that would stand out from the infinite noise of the internet.
Enlisting the help of our favourite internet friends – hipsters, ninjas, massive bodybuilders and ur boy Bangs – we set out to find out exactly how much you can pack into a Jazz. Jumping on internet memes before they become hackneyed clichés is always a challenge, but we’re pretty sure we pulled it off. Check the videos out and tell us what you think.
The mad scientist’s name is Rodney. He is a legendary bro. Turns out in his spare time he is a microbiologist and some kind of stamp collector. And he has a clipboard fetish. Working with director and comedian Dan Ilic (of “Don’t be a dickhead” and Hungry Beast” fame) and production company DFTS (of Pedestrian.tv fame) was ridiculously fun.
The videos set out to introduce the campaign, as well as driving the audience to enter a competition to win the beautiful, blue, top of the range Jazz from the shoot. It’s in almost perfect condition except for some ninja related injuries and a few Mystic Tan stains from the bodybuilders.
All you need to do to enter the comp is to tell us what YOU would like to see packed into a Jazz. The entry with the most votes at the end wins the Jazz. Pretty simple - it’s all part of the evil plan to encourage your friends to clog up your social network feeds with our branded messages.
With very little media spend behind the campaign, we’re hoping that y’all find it as funny as we do. SHARE IT WITH YOUR FRIENDS!
K thx cu bai.
(visit http://www.honda.com.au/jazzpacking to enter the competition for yourself, and make sure you check out the vids)
Filed under: social media, brand strategy, communications strategy, digital advertising
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Can the winner be in the video?
This actually made me cringe. Bad acting, bad audio, badly shot and lit, and a completely flogged to death concept - "how many things (hipsters in this case) you can fit in a car. This isn't 'digital strategy'. It's taking a bunch of cliches and putting them on a youtube video and attaching a competition to it. Sorry guys but your work is actually better than this and whoever let this get through doesn't have a clue.
Hi dude above, Its a brand having a go at creating interesting online content, not some huge budget tvc. Get off ur 1990s art director chair and smell the content roses...
Jake - I'll find out and let you know.Marcus - what Mark said.Mark - cheers!
Hey Jake - I've had a chat with the team. We're thinking probably not, but it will depend on a number of factors including what the winning idea is.Cheers, Alex
Hi, I was wondering... the guy with a mustache, is he an actor? I could have sworn he looks like an American actor that plays mostly in low budget films and TV shows (just can't remember his name to save my life). Thanx!!!
Hey Andreea,His name is Rodney Van der Wall and he is indeed an actor! Not sure if he has been in any low budget American flicks but he should be. Especially with a mo like that.Hope that helps!
This competition is fraught with problems that allow entrants to vote and verify an infinite number of times. Maybe another jazz could be offered to the most original entry.