11. Dogs, Cars, and Professors.
by karen orlowski
Hondas are known as reliable cars, they’re not exciting like Porsches. They don’t sell themselves off of the lot. So how do you make everyday, reliable things exciting to the consumer’s eye? After an afternoon chat with Professor Dave Koranda, I feel like I have been opened up to a new world of advertising. He says to look at things from different perspectives, and if you remain forever curious, it will never fail you in your advertising work. Here are some examples.
Pedigree. How do you change the advertising of dog kibbles from, “yea, yea we know you need this and will already buy it,” to something memorable, a story that unfolds itself in 30 seconds? Well, you film the commercial from the dog’s point of view:
Koranda pointed out that formerly, dog commercials had been filmed looking down on the dog. Instead, these commercials by Pedigree show a streak of curiosity in the minds of the account planners behind Pedigree’s homerun ideas. They were able to form relationships that were not evident to other people. Koranda says that great account planners need to be able to form connections where others don’t see the opportunity; you have to train your eyes to see things that are not so obvious.
Honda. Alike Pedigree, Honda plays with perspective in their storytelling. Instead of selling cars from the perspective of humans telling you what you want, they chose to have the car do the talking, saying that it’s the one that really knows what you need. I saw this commercial a few weeks ago for the first time, but did not always realize it was from the perspective of the car. The copywriting is so simple, but effective. Check it out:
Another example of Honda and their way of storytelling is the video titled, The Cog. It’s a bit on the longer side, but it shows a Honda being made, part by part. It’s interesting and worth your time. Check it out:
“Isn’t it nice when things just work?” I love that.