ASIMO, "Advanced Step in Innovative Mobility", is one of Honda's outstanding creations. American Honda Motors is set to feature the popular robot in their first national broadcast corporate image campaign for two years. Such campaign will include a "Power of Dreams" spot, dedicated microsite, as well as print ads.
Asimo was built in Honda's Research & Development Wako Fundamental Technical Research Center in Japan. It is a humanoid walking robot standing at 130 centimeters (4 feet and 5 inches) and weighing 53 kilograms (119 pounds). For those who haven't seen it yet, this robot resembles a small astronaut wearing a backpack. And, currently, there are 46 units of it available worldwide, with each costing less than $1 million for manufacturing and $166,000 per year when hired.
Five years ago, Asimo was introduced to Honda's advertising, Honda's Corporate Advertising Manager Barbara Ponce said. "Using home video brings Asimo into the story but in a real way," she enthused. "The home video brings Honda technology to the customer in a manner that isn't overproduced or contrived. What you see is what you get. It underscores the importance of authenticity to our brand," she continued.
In the image campaign, the "Power of Dreams" is held the primary attraction. It is a 30-second spot which was directed by Phil Joanou under independent RPA Honda lead creatives David Smith and Joe Baratelli. First seen in a window reflection of Honda's prototype FCX hydrogen fuel-cell car, the climax of the spot is a video images featuring Asimo. It will also show Honda jet planes, solar racers, test-track racing and safety researchers in a home video-style movement to The Who's "I Can See for Miles." Its tagline? -- "See what we see".
Since Honda's "Safety for everyone" campaign emerged in October 2005, the launching of the image campaign is the first time of the company to use national advertising corporate image. And, it is part of showing that they are on move. Todd Carey, Vice President, associate creative director at RPA, Santa Monina, California, said that the spot serves as "Honda home movies, as shot by family member. Out desire was to show what Honda is working on, from an engineering standpoint, and the human side as well." In addition, the ad facilities were an emotional connection with Honda engineering, as he said.
Carey said that the campaign actually originated through an "organic process" of multiple interviews with people at Honda. He said, "Through the conversations, we started to hear the same things: No matter who we talk to, no matter what project, there was a shared vision." A conversation with a passionate Honda engineer became an inspiration for them to show the world what Honda is going through and to.
Moreover, Ponce said the "longer-term, philosophical" approach is unique, as it shows the "human engineering" side of the company. And, this Honda's engineering focus is their distinction from the others, definitely more than providing quality auto parts like to their latest model cars.
