The commercial that I viewed for my
first critique was advertising the 2017 Honda Utility line of vehicles. The ad begins by zooming in on one of the
Honda Utility vehicles, with the door opening to showcase a Claymation camping
scene. The camera then zooms in on
another Honda Utility vehicle that contains another Claymation
environment. This pattern is then
repeated once more, showcasing a children’s soccer game and then a tailgate
party. The commercial concludes with a
lineup of the four vehicles included in the Honda Utility family, closing out
with the brand’s logo and familiar jingle.
The use of Claymation figures and
the upbeat, feel-good music in the background brings forth a family-friendly
vibe to the cars that are being showcased, and the activities being portrayed
evoke a sense of fun and adventure. The
commercial seems to indicate that a Honda Utility vehicle would make these
activities much easier and that owning one of these cars will make a family “look
the part” of the fun-loving Claymation families shown. Honda was clearly trying to go after married
couples with children with this advertisement, and I personally believe that it
would be extremely effective.
The production of this commercial
consisted of almost entirely Claymation figures and environments. Real images of the Hondas were superimposed
into the Claymation setting using some sort of digital animation. The production of this commercial was likely
costly as Claymation films are known for taking a long time to complete, especially
when different environments are involved.
While I believe this ad was
effective, one aspect that could use improvement is the very end. The commercial ends with a simple view of the
Honda Utility lineup, which I believe detracts from the wonderful Claymation
experience that was being portrayed prior.
I think that a Claymation aspect of some sort, however small it may be,
should have been added either during or after the vehicle lineup to fit the
theme of the rest of the advertisement.
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